Lancôme Makes a Surprising Move and Hires Emma Chamberlain as Their New Ambassador
I have been watching Emma Chamberlain since she launched her Youtube channel in 2017 when she was only 16 years old. Seeing her videos was comforting because she was someone I could relate to. She was always open about her struggles with mental health, school, and acne. Many influencers and celebrities try to hide all these things, but when she openly talked about it, she helped so many people know that it is normal to go through those things. Seeing her now as a global ambassador for one of the biggest beauty brands in the world is such a crazy and cool experience.
Photo: Andoni+Arantxa via Vogue
While there are many influencers who have graduated from social media and gone on to do acting, modeling, and other famous careers, Emma is different. She started her career with Youtube in high school and as her fanbase grew, she began to make advancements. From Chamberlain’s history, it seems that she always had plans to grow what now seems to be an empire. She is a desired interviewer at the Met Gala, an icon during Paris Fashion Week, an entrepreneur who started her own coffee company and has collected countless amount of other achievements.
Her newest and possibly biggest partnership is being a global ambassador for the French-based beauty brand, Lancôme. Lancôme has not targeted the younger generations in the past, but they are starting to mix it up. With Emma being one of the most relatable celebrities, her target audience is Gen Z. The beauty brand is now trying to expand its markets, specifically in Asia, where a younger audience is more drawn to Lancôme.
Photo: Andoni+Arantxa via Vogue
This new partnership will make Chamberlain the youngest ambassador for Lancôme, as she is only 21 years old. Not only is Emma’s age and audience different than what Lancôme would normally do, but her image of not being perfect all the time and embracing our imperfections is something new being brought to the brand. Emma’s videos have always been filled with authenticity and personality, which is very refreshing in a world where perfection is always attempted but never reached.
Photo: via Lancôme
Along with her Lancôme partnership comes a 4 episode series on Youtube titled “How Do You Say Beauty In French”. This series follows Chamberlain around Paris while she explores the Lancôme flagship in Paris.
During the episodes, Emma does not do anything differently than in her Youtube videos, she is still as expressive, fun, and genuine. In the first episode, she runs around the office grabbing makeup props off the desks and yelling to the other workers about what is happening. In the second episode, while having lunch with Laurianne Melierre, a journalist, the conversation turns toward how Emma shaped her life and the path that she took. She says that “Your life is truly a blank canvas” and goes on to say that while there is always the standard life that many people enjoy, there does not need to be a mold that you have to fit.
Video: Lancôme via Amica
Emma’s ability to take away the stigma around being comfortable is admirable. For so many years people thought that they need to be picture-perfect at every single moment. As Chamberlain talked about in the series, she prioritizes comfort. She knows that she does not always need to be dressed to the nines and that whatever she is feeling that day, is good for herself and that is all that matters.