Charles Sternberg, Associate Editor02.09.22
Standing out from the crowd is difficult for any business, but this is especially true in the beauty industry where global beauty brands and indies of all shapes and sizes are constantly launching new products and competing for attention from consumers.
Unique packaging is a great way to stand out on the shelf, but another easy strategy to differentiate a brand is to launch a campaign featuring a celebrity brand ambassador—someone hired by a brand to portray them in a positive light, help increase brand awareness and work toward achieving company goals. Celebrity brand ambassadors can be any famous person, but they most often tend to be actors and musicians.
According to data from TapInfluence, 71% of marketers believe ongoing brand ambassador campaigns are the most effective form of influencer marketing — not to mention a great way to reach new and existing customers.
Keeping those stats in mind, here are some of the most prominent recent celebrity brand ambassadors in the beauty industry:
Launching nationally in the U.S. in English and Spanish, the dual-language campaign is America's debut engagement for CoverGirl since being named the brand's newest ambassador in November 2021; and it marks the availability of Clean Fresh Skincare in stores nationwide, everywhere CoverGirl is sold.
The recently launched skincare collection marks the latest step towards the brand’s vision of creating a better kind of beauty, which is cleaner, cruelty-free, vegan and more sustainable. Formulated with 100% vegan and clean ingredients such as TruClean Cactus Water, Meadowfoam Seed Oil, Rosewater and Vitamin C, the Clean Fresh Skincare range is proven to improve the look of skin instantly and overtime. Additionally, there is a Tinted Lip Balm to hydrate lips as well.
Yseult uses her platform to advocate for inclusivity and body positivity, according to the company. She stars in L'Oreal Paris campaigns for beauty including promotions for Les Nus by Color Riche and The New Volume Million Lashes Balm Noir.
“I’m very proud to be able to share a message of peace, love, inclusivity and self-acceptance through L’Oréal Paris,” the singer commented. “Being a L’Oréal Paris spokesperson feels like opening the gates of beauty to all. It means that my voice matters, that the voices of all women matter and especially that the voices of women like me are heard. It’s a message of self-confidence: Believe in yourselves, don’t ever give up, and trust your sorority.”
Maybe you haven’t heard of her, but Loserfruit (Kathleen Belsten) has the second largest Twitch following globally for a female gamer and has amassed over 8 million followers across Twitch, YouTube, TikTok, Instagram and Twitter, so your kids might know her.
As a part of the partnership, Loserfruit provides her audience – both females and males – with engaging, platform-native content that integrates her favorite cosmetic and skincare products from e.l.f.
“Fans respond to Lufu’s passion and her genuine, relatable persona,” said Kory Marchisotto, chief marketing officer at e.l.f. Beauty. “We believe this makes her an ideal partner for e.l.f.’s mission of providing inclusive, positive, and energetic beauty to our global beauty-verse.”
Beckinsale joined the brand after learning about the breakthrough science and ingredients that are going into MRVL Skin Solutions.
"I'm so very proud and excited to be working with MRVL Skin. Effective skincare is what all women want at any age," said Beckinsale.
"My idea of beauty applies to every woman as it enhances her personality and uniqueness. Tessa Thompson struck me with the radiant energy she exudes, the vibrant calmness of her way of being. I am delighted to be able to work with her and express a new facet of the feminine kaleidoscope of Armani beauty," said Giorgio Armani.
Tessa Thompson added, "Our ideas around what is beautiful, culturally, are shifting, and becoming more inclusive. What I love about Armani is the way in which it empowers any kind of woman to feel her best self."
The rapper features in MAC’s “Challenge Accepted” campaign, which challenges its users to put their makeup to the test against sweat, water, heat, cold temperatures, and more. MAC promises that its highly pigmented, quality, transfer-resistant, and waterproof formulas will last against all the elements (natural or man-made) all day long.
“’Challenge Accepted’ means challenging a status quo, and I try to do that every day with my business, with my music, with the message I give out to the world,” Saweetie stated. “Because I went to college, something that was said to me was: ‘Why would you be a rapper when you have a degree?’ But I challenge that. I’m going to do what I’m passionate about. So, Challenge Accepted from MAC’s side, from my side, I feel like we continue to challenge the doubters.”
Chopra-Jonas joined Max Factor as the face of major beauty campaigns and product launches throughout 2021 and beyond, starting with the new Facefinity All Day Flawless Airbrush Finish 3in1 Foundation campaign.
“A brand with a rich heritage that spans more than 100 years, Max Factor is behind the most iconic and effortless beauty transformations in pop culture, and I am honored to be collaborating as their new global ambassador," said Chopra-Jonas. “Confidence can be someone’s most powerful asset, and it’s important to trust that your beauty products will deliver. From make-up artists to people all over the globe, I know I’m in good company in sharing my excitement for Max Factor’s new product launches and I’m proud to be part of the brand’s next chapter.”
The award-winning actress will represent the design house’s women’s fashion, designed by women’s creative director Maria Grazia Chiuri, and its makeup, led by image director of makeup, Peter Philips.
In the first video of a series, Stewart shares her best selfie-taking tips and humorously teaches us all how to pronounce "Clé de Peau" for the luxury French skin care brand owned by Shiseido.
The clips Stewart created in partnership with Clé de Peau are "natural, fun, and elegant all at the same time," she told Allure. Each video was shot in different areas of her home, including her bathroom, kitchen, greenhouse, and cookbook library.
“I’m very happy to be working with Burberry on this campaign, and with Riccardo Tisci in representing his first fragrance for the brand,” Driver stated.
The campaign features Driver shirtless, running on a beach and riding a horse. Brightened with bergamot and invigorated with juniper and black pepper, Burberry Hero is deepened with a heart of warm cedarwood from three mountain ranges: the Appalachians, the Atlas Mountains and the Himalayas.
“I only partner with brands that I align with and already use. Shiseido makes amazing products that were already part of my daily routine, so when a partnership presented itself, it was truly a no-brainer to join forces. It means so much to me to partner with such an incredible company,” Rapinoe commented.
Created to promote the launch of the Ultimune Power Infusing Concentrate 3.0, Shiseido recently announced that the campaign was a huge success. In December, Shiseido reported that the "Power is You" campaign video topped 18 million views worldwide since it debuted.
Through their unique stories, the "Power is You" video aims to "bring out the power of beauty within to transform all into a beautiful force," Shiseido says, and "bring about better change in society."
Unique packaging is a great way to stand out on the shelf, but another easy strategy to differentiate a brand is to launch a campaign featuring a celebrity brand ambassador—someone hired by a brand to portray them in a positive light, help increase brand awareness and work toward achieving company goals. Celebrity brand ambassadors can be any famous person, but they most often tend to be actors and musicians.
According to data from TapInfluence, 71% of marketers believe ongoing brand ambassador campaigns are the most effective form of influencer marketing — not to mention a great way to reach new and existing customers.
Keeping those stats in mind, here are some of the most prominent recent celebrity brand ambassadors in the beauty industry:
America Ferrera – CoverGirl
Actress America Ferrera stars in her first CoverGirl campaign as ambassador for the new Clean Fresh Skincare collection.Launching nationally in the U.S. in English and Spanish, the dual-language campaign is America's debut engagement for CoverGirl since being named the brand's newest ambassador in November 2021; and it marks the availability of Clean Fresh Skincare in stores nationwide, everywhere CoverGirl is sold.
The recently launched skincare collection marks the latest step towards the brand’s vision of creating a better kind of beauty, which is cleaner, cruelty-free, vegan and more sustainable. Formulated with 100% vegan and clean ingredients such as TruClean Cactus Water, Meadowfoam Seed Oil, Rosewater and Vitamin C, the Clean Fresh Skincare range is proven to improve the look of skin instantly and overtime. Additionally, there is a Tinted Lip Balm to hydrate lips as well.
Yseult – L’Oréal Paris
In July 2021, L’Oréal Paris named award-winning French singer-songwriter Yseult as its newest spokesperson.Yseult uses her platform to advocate for inclusivity and body positivity, according to the company. She stars in L'Oreal Paris campaigns for beauty including promotions for Les Nus by Color Riche and The New Volume Million Lashes Balm Noir.
“I’m very proud to be able to share a message of peace, love, inclusivity and self-acceptance through L’Oréal Paris,” the singer commented. “Being a L’Oréal Paris spokesperson feels like opening the gates of beauty to all. It means that my voice matters, that the voices of all women matter and especially that the voices of women like me are heard. It’s a message of self-confidence: Believe in yourselves, don’t ever give up, and trust your sorority.”
Loserfruit – e.l.f. cosmetics
In order to reach millions of passionate Gen Zs, who are less likely to engage in mainstream media, e.l.f. Cosmetics teamed up with Loserfruit in 2020.Maybe you haven’t heard of her, but Loserfruit (Kathleen Belsten) has the second largest Twitch following globally for a female gamer and has amassed over 8 million followers across Twitch, YouTube, TikTok, Instagram and Twitter, so your kids might know her.
As a part of the partnership, Loserfruit provides her audience – both females and males – with engaging, platform-native content that integrates her favorite cosmetic and skincare products from e.l.f.
“Fans respond to Lufu’s passion and her genuine, relatable persona,” said Kory Marchisotto, chief marketing officer at e.l.f. Beauty. “We believe this makes her an ideal partner for e.l.f.’s mission of providing inclusive, positive, and energetic beauty to our global beauty-verse.”
Kate Beckinsale – MRVL Skin Solutions
In August 2021, actress & producer Kate Beckinsale became the face of MRVL’s newest venture, MRVL Skin Solutions, a luxury anti-aging skincare line.Beckinsale joined the brand after learning about the breakthrough science and ingredients that are going into MRVL Skin Solutions.
"I'm so very proud and excited to be working with MRVL Skin. Effective skincare is what all women want at any age," said Beckinsale.
Tessa Thompson – Armani Beauty
In January 2022, Armani beauty named American actress Tessa Thompson as its newest face. Thompson will feature in both the campaigns for the Luminous Silk Foundation and the new Lip Power, shot by Swedish photographer Mikael Jansson."My idea of beauty applies to every woman as it enhances her personality and uniqueness. Tessa Thompson struck me with the radiant energy she exudes, the vibrant calmness of her way of being. I am delighted to be able to work with her and express a new facet of the feminine kaleidoscope of Armani beauty," said Giorgio Armani.
Tessa Thompson added, "Our ideas around what is beautiful, culturally, are shifting, and becoming more inclusive. What I love about Armani is the way in which it empowers any kind of woman to feel her best self."
Saweetie – MAC
28-year-old rapper Saweetie was named as MAC’s newest global brand ambassador in September 2021.The rapper features in MAC’s “Challenge Accepted” campaign, which challenges its users to put their makeup to the test against sweat, water, heat, cold temperatures, and more. MAC promises that its highly pigmented, quality, transfer-resistant, and waterproof formulas will last against all the elements (natural or man-made) all day long.
“’Challenge Accepted’ means challenging a status quo, and I try to do that every day with my business, with my music, with the message I give out to the world,” Saweetie stated. “Because I went to college, something that was said to me was: ‘Why would you be a rapper when you have a degree?’ But I challenge that. I’m going to do what I’m passionate about. So, Challenge Accepted from MAC’s side, from my side, I feel like we continue to challenge the doubters.”
Priyanka Chopra-Jonas – Max Factor
In July 2021, Max Factor introduced actor, philanthropist and producer Priyanka Chopra-Jonas as its new global ambassador and creative collaborator.Chopra-Jonas joined Max Factor as the face of major beauty campaigns and product launches throughout 2021 and beyond, starting with the new Facefinity All Day Flawless Airbrush Finish 3in1 Foundation campaign.
“A brand with a rich heritage that spans more than 100 years, Max Factor is behind the most iconic and effortless beauty transformations in pop culture, and I am honored to be collaborating as their new global ambassador," said Chopra-Jonas. “Confidence can be someone’s most powerful asset, and it’s important to trust that your beauty products will deliver. From make-up artists to people all over the globe, I know I’m in good company in sharing my excitement for Max Factor’s new product launches and I’m proud to be part of the brand’s next chapter.”
Anya Taylor-Joy – Dior
In 2021, Anya Taylor-Joy was named as Dior’s newest global brand ambassador for Women’s Fashion and Makeup.The award-winning actress will represent the design house’s women’s fashion, designed by women’s creative director Maria Grazia Chiuri, and its makeup, led by image director of makeup, Peter Philips.
Martha Stewart – Clé de Peau
Clé de Peau Beauté—a skincare and makeup brand—recently marked the launch of its TikTok account with Martha Stewart at the forefront of its campaign.In the first video of a series, Stewart shares her best selfie-taking tips and humorously teaches us all how to pronounce "Clé de Peau" for the luxury French skin care brand owned by Shiseido.
The clips Stewart created in partnership with Clé de Peau are "natural, fun, and elegant all at the same time," she told Allure. Each video was shot in different areas of her home, including her bathroom, kitchen, greenhouse, and cookbook library.
Adam Driver – Burberry
In 2021, Adam Driver was named as the face of Burberry’s new scent—Burberry Hero. The scent is the first perfume created for the brand by the house’s artistic director Ricardo Tisci.“I’m very happy to be working with Burberry on this campaign, and with Riccardo Tisci in representing his first fragrance for the brand,” Driver stated.
The campaign features Driver shirtless, running on a beach and riding a horse. Brightened with bergamot and invigorated with juniper and black pepper, Burberry Hero is deepened with a heart of warm cedarwood from three mountain ranges: the Appalachians, the Atlas Mountains and the Himalayas.
Megan Rapinoe – Shiseido
In August 2021, two-time World Cup Champion and co-captain of the U.S. Women’s National Team, Megan Rapinoe was named as the new face of Shiseido, where she starred in its Power Is You campaign alongside other brand ambassadors—Ursula Corbero, and Hikaru Utada.“I only partner with brands that I align with and already use. Shiseido makes amazing products that were already part of my daily routine, so when a partnership presented itself, it was truly a no-brainer to join forces. It means so much to me to partner with such an incredible company,” Rapinoe commented.
Created to promote the launch of the Ultimune Power Infusing Concentrate 3.0, Shiseido recently announced that the campaign was a huge success. In December, Shiseido reported that the "Power is You" campaign video topped 18 million views worldwide since it debuted.
Through their unique stories, the "Power is You" video aims to "bring out the power of beauty within to transform all into a beautiful force," Shiseido says, and "bring about better change in society."