Lancôme has appointed Gen Z YouTube star Emma Chamberlain as its Global Brand Ambassador.
The L’Oréal-owned luxury perfume and cosmetics house announced the Lancôme X Emma partnership on Instagram.
The 21-year-old internet personality is “an icon of her generation, digital phenomenon and a talented entrepreneur”, described the brand.
California-born Chamberlain found fame on YouTube as an ‘uncool-cool girl’ influencer and has amassed 12 million YouTube and 16 million Instagram followers
She is known for her distinctive editing style, DIY projects and comedic asides to her fans.
“I have always had my own notion of beauty and did not project myself within the beauty industry because of the duality that I show, mixing comfort with being nicely put together,” she said.
“Hence why, when Lancôme came to me, I felt so honoured and excited that the brand understood and appreciated who I am.”
Françoise Lehmann, Lancôme International President, commented: “Beside achieving so much at such an early age, Emma is adored by a generation for the perspectives that she shares.
"We can only appreciate her authentic tone and the humour used to discuss meaningful topics.”
Previous Lancôme Brand Ambassadors include A-list actors Julia Roberts, Lupita Nyong'o and Penelope Cruz.
What does the #LancomexEmma campaign include?
As part of the collaboration, Lancôme has launched a four-part How do You Say Beauty in French YouTube series with Chamberlain.
In the first episode, the influencer is seen riding a bike around Lancôme’s Paris headquarters to explore what the office is really like.
She also meets with International Scientific Director Dr Annie Black who walks her through the company’s diagnosis and skin care deep dive.
Within the clip, Chamberlain comments: "Skin care is science, you know?"
Shorter formats of the show will be available on Instagram and TikTok.