Who is Emma Chamberlain, the new Lancôme ambassador?
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After Julia Roberts, Penelope Cruz, and Lupita Nyong’o, a new face now embodies the values of the French brand Lancôme. In a bid to reach a younger audience, the brand has turned to Emma Chamberlain to create a fresh and relaxed new image alongside her. Through campaigns and digital series, Lancôme is reshaping its image by targeting Generation Z, a new key pillar of the beauty and luxury fashion industry. Let’s discover together how Emma Chamberlain became the new face of Lancôme and how her image can support the new marketing direction.
How did Emma Chamberlain become the most popular girl in the world?
In just 6 years, the authenticity and good vibes of the 21-year-old American have captivated social media, taking her from the vlog camera to the MET red carpet as the queen of interviews for Vogue.
From YouTube to Forbes Rankings
Starting at the age of 16, Emma Chamberlain gradually made a name for herself in the vast ocean that is YouTube, particularly through collaborations with other creators within groups like the Sister Squad.
Having won numerous awards, such as the Streamy Award for Breakout Creator and the People’s Choice Award for Pop Podcast and Social Star, Emma Chamberlain has also made headlines since 2019 as “the funniest person on YouTube,” “the most talked-about teen influencer in the world,” “the most interesting girl on YouTube,” and “the one changing the world of video” according to The Atlantic, The New York Times, and W Magazine.
That same year, she was listed among the 25 most influential people on the Internet by Time, which also included her in its Time 100 Next. Forbes also featured her in its ranking of the most influential under 30 on social media. Furthermore, she was included in Variety’s Power of Young Hollywood list in 2020. That same year, Cosmopolitan gave her her first cover, naming her “the most popular girl in the world”.
During her participation in the 2022 MET Gala, Launchmetrics revealed her position as the most significant influencer of the event, with a media impact value (MIV) nearing $16 million.
Beyond YouTube
After the video format, the young woman turned to audio with her award-winning podcast Stupid Genius. Emma Chamberlain continued the journey by revamping the format under the name “Anything Goes with Emma Chamberlain”, where she discusses a plethora of topics that come to her mind. Spotify has also signed with her to develop it on their platform, accompanied by a video.
Emma Chamberlain also launched her beverage brand, Chamberlain Coffee, in 2019, offering coffee, matcha, and accessories. We also witnessed the release of her “the ideal planner” that same year.
To top off her success, the young woman opened the doors of her freshly renovated home to the cameras of Architectural Digest.
The Chamberlain Recipe
With nearly 12 million subscribers on YouTube and over 16 million on Instagram, the young woman from Generation Z connects with her audience through her simplicity, humor, and refreshing vibe, which are reflected in both her personality and her content.
Sharing her daily life, travels, and glamorous events, Emma Chamberlain, the new face of Lancôme, presents herself unfiltered, just like any other young woman, while also discussing mental health issues.
This authentic and grounded approach allows everyone to identify with her and is key to her success. Her humor, kindness, wonder at the little things in life, and her offbeat tone expressed through dynamic and no-frills formats give her an accessible vibe that resonates with Generation Z.
How did Emma Chamberlain, the new face of Lancôme, carve out a place in fashion and beauty?
With a love for fashion, colorful pieces, and a retro vibe, the young woman has charmed brands with her temperament and radiance among Gen Z.
Over the years, she has collaborated with prestigious houses and brands like Cartier and Louis Vuitton, notably in collaborations between YouTube and the latter. She has also participated in collaborations, such as the one between Levi’s and Ganni last year. Instagram also aired an IGTV format on her account, “Styled by Emma”, where the American would give makeovers to strangers.
Additionally, Emma Chamberlain created a collection, Low Key / High Key by Emma, with Dote in 2018 (a collaboration cut short due to scandals surrounding the latter).
In recent years, we have seen Emma Chamberlain, the new face of Lancôme, participate in various formats on brand YouTube channels like Net-a-Porter or magazines like Harper’s Bazaar.
We have notably seen her evolve alongside Vogue through videos like 24 Hours With, 7 Days 7 Styles, and especially, she reached a key moment in her journey during the MET Gala, where she interviewed attendees for two consecutive years.
Why can Emma Chamberlain give a new lease on life to Lancôme?
Following Dior and Jimin (member of BTS), Adidas and Jenna Ortega (Wednesday Addams), and now Emma Chamberlain, the new face of Lancôme… brands are shifting their communication strategies lately. Indeed, to endure, brands must, more than ever, evolve and adapt to their new target: Generation Z.
Adapting Marketing Strategies to Target Generation Z
This generation now represents the new target clientele for brands and is at the heart of sales strategies. However, unlike previous generations, this one has much more defined codes and does not respond to the same marketing hooks. Thus, Lancôme, which is rethinking its communication positioning, made the right move by proposing Emma Chamberlain to become its beauty and makeup ambassador.
Moreover, by making Emma Chamberlain the new face of Lancôme, the brand appeals to Generation Z, but also targets the Asian market that appreciates her greatly and is essential to conquer nowadays. By embodying the image and values of a brand, an ambassador creates a connection with an audience that resonates with them, thus attracting a new panel of clients. By choosing the young YouTuber, the brand directly addresses its new target and broadens its reach.
Beyond benefitting from an entry into this new target market thanks to the significant audience of the young woman, the brand also offers a fresh breath to its campaigns. Lancôme is setting aside its usual cinematic touch to infuse the personality of Emma Chamberlain and her more spontaneous video style into the campaigns. Here, Lancôme is making a real pivot by taking risks to reinvent itself, modernizing, and aligning with the codes of Generation Z.
Why swap large productions for vlogging?
The collaboration, which is set to span 2 years, has given birth to the brand’s first digital series. Comprised of 4 episodes (with variations on Insta and TikTok), the series titled “How Do You Say Beauty in French” takes us alongside Emma through the Lancôme offices, the flagship on the Champs Elysées, and a photoshoot, all in a style reminiscent of the Vogue videos she is accustomed to, which bear similarities to vlogs.
The idea is to showcase different facets of the brand, accompanied by experts highlighting technological innovations, products, and other treatments. All set in a relaxed atmosphere where Emma Chamberlain spreads her generosity, spontaneity, and good humor. The formats are fresh and dynamic, reflecting the YouTuber’s essence, filled with laughter and open discussions.
The Renewal of Beauty through Emma Chamberlain, the new face of Lancôme
By enlisting Emma Chamberlain as the new face of Lancôme, the brand also conveys a new vision of beauty, as the young woman highlights in an interview. She admits to never feeling aligned with the conventional image of “beauty,” as she navigates between the duality of comfort and a polished appearance. This reflection raises many questions about the concept of beauty and its codes, as well as the infinity of existing profiles.
Thus, by making Emma Chamberlain the new face of Lancôme, the brand embarks on a new chapter in its history. This is evident in its communication style, the target audience, and its messaging. On our side, we particularly appreciate this bold move, which is highly successful!
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Photos via Pinterest.
