Luxury beauty brand, Lancôme has just announced that Netflix star and model Hoyeon Jung and music artist Aya Nakamura will be the brand’s new global ambassadors.
Jung, who has become known for her starring role in the series Squid Game, began her career as a model at just 16 and made her international runway debut in 2016. Since then, the South Korean actress has worked with brands such as Adidas, Chanel, Calvin Klein but above all Louis Vuitton, of which she was a testimonial and model on the catwalks. She is also the first Korean celebrity to have a solo Vogue cover and she’s also known for winning the “best actress” at the SAG awards.
At her side in the new Lancôme campaigns there will be the Malian-French pop singer Aya Coco Danioko called by the stage name Aya Nakamura. The artist has become known as the “queen of French pop” since starting her music career in 2014.
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“In my opinion, Lancôme has always been the reference brand for cosmetics, and I think it’s cool to partner with this brand because it will be surprising. We have a lot of projects coming up that are super exciting, and we’re excited to unveil all that.” Nakamura said in an interview about her new partnership with the brand and about her personal idea of beauty. “Beauty is all-encompassing — style, makeup, hair and attitude. If you are confident in yourself and you appreciate who you are, people will feel it”.
If we are wondering about the reasons that led Lancôme to choose these two women as representative faces, the answer can easily be found in the brand’s intention to evolve in harmony with the paradigms of the new generations without distorting itself or making sudden image changes.
“What are the channels that make them a source of inspiration? That changes,” explained Françoise Lehmann, international president of Lancôme, at L’Oréal. “These women have founded their success on a referential that differs from that of the previous generation — and that’s a significant change.”
Little else is known about the brand’s plans for these two new ambassadors, but we expect them to make a notable and grand appearance in future campaigns soon.
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So far, the brand has limited itself to making the official presentations, with extreme pride and excitement, on its social platforms, officially welcoming the two stars to the Lancôme universe.
