Edgy British model and actress Cara Delevingne has been formally announced as the new face of London-based beauty brand Rimmel. According to Johanna Businelli, chief marketing officer of color cosmetics for Rimmel’s parent company Coty, the multi-talented beauty will become the brand ambassador, and will also be featured in the upcoming campaign, with a date to be announced at a later time.
“I think it’s so rare for a beauty brand to find such a natural face as an ambassador,” said Businelli, in an interview with WWD. “We are very fortunate to have Kate Moss, but Cara is also a fantastic fit. We pick people who don’t need any customization, and I think that is one of the key points. Cara Delevingne is a true British woman and she has true British style – a classic beauty and she also has this imitable attitude. She has had a very fast rise to stardom; it’s been meteoric and she is extremely compelling and loved by the younger generation, which is a key, core target for the brand.”
What better figure for a British beauty brand than the face of someone (regarded by Businelli) as a “modern British beauty,” who embodies everything Rimmel stands for. Delevingne is special indeed, with her unmistakable, unique beauty, and she also has the feature of being versatile, by having the natural ability to change up her style on a whim.
“She has this quite unique look because it’s always bold, very trendsetting, and very personal,” Businelli continued. “It’s her style so she is inspired from within and she has that individual beauty and her individual way of self-expression, which for us is very important. If you look at the way the Rimmel brand translates, it’s really about empowering women to create their look. It’s not about having a stereotypical look. She has become a true inspiration for a generation of young women and for Rimmel.”
In order to best utilize Delevingne’s natural beauty and talent, Businelli has mentioned an intent to allow the model to drive any projects in the future. “We’ll be focusing on bringing new products, because innovation is the lifeblood of color cosmetics, and we have a fast pace of innovation, so bringing to market the innovation, that fits also the Cara personality and the Cara look,” Businelli spoke on, and as she continued, she shifted the interview to speak over Delevingne’s online presence. “It’s amazing, the following she has and it’s probably only going to continue to grow. I think over 28 million followers on Instagram alone, so that is an area that we really want to bring to life together with Cara. I think the key point here is authenticity and things being relevant and authentic.”
In a day where bloggers are being named as brand ambassadors (most recently and notably Aimee Song), moving forward on the digital front is more important now than ever. Having an e-famous face can do wonders for a label, and to kick things off with this initiative, the brand will be hosting a Snapchat conference around the world on April 15. Users will be able to send questions via a hashtag, #RimmelxCara, and Delevingne will answer her favorite questions live on the social media platform.
As the new partnership moves forward, the British model will be part of campaigns, launches, innovations, and anything else to come by the brand. But amidst all of the hectic uproar, Delevingne will not likely forget her roots with Rimmel.
“My first memory of Rimmel, was watching the adverts with Kate [Moss],” Delevingne began, in her interview with WWD. “I was very much a tomboy growing up so I never really wore makeup but I was always fascinated by how edgy and captivating the brand and its ambassadors were. It’s such an iconic cosmetic brand that represents the London girl. It was a natural partnership. The brand philosophy and core brand identity is in line with my own style and attitude. I am proud to be English and jumped at the opportunity to collaborate with such an iconic English brand.”
Delevingne has a clear connection with Rimmel, but she is not by any means exclusive to the brand. She is also the face of Saint Laurent’s most recent campaign (Hedi Slimane’s final hurrah for the label before his departure), and she will also be starring in science fiction/fantasy film “Valerian and the City of a Thousand Planets” with Clive Owen, Ethan Hake, and Rihanna, set to release in July of 2017. She has a pretty tight film schedule, with her work last year in “Pan” and “Paper Towns,” and upcoming films “Absolutely Fabulous: The Movie” and “Suicide Squad,” set to release this summer.
Delevingne is the latest face of Rimmel, replacing past names like Coco Rocha, Lily Cole, Solange Knowles, Sophie Ellis-Bextor, and Zooey Deschanel. With a line of prominent celebrities in its past, it is rather refreshing to have a true, “modern British beauty” at the forefront of the brand.
Photo courtesy of @CaraDelevingne