Misty Copeland – the face of Estée Lauder
Traditionally, the faces of fashion houses are supermodels and actresses.
But the beauty giant Estée Lauder decided to break the obsolete rules and invited the ballerina as an ambassador. Estée Lauder announced that the face of the new fragrance will be the prima ballerina of the American Ballet Theater Misty Copeland. Misty Copeland will first appear in the advertising campaign. About Misty Copeland and her enormous talent was written not one book, but also a documentary film. Prima appeared on the cover of Time magazine. And also Misty Copeland became a Barbie doll.
Representatives of Estée Lauder said that this is their first experience with ballet dancers as a brand ambassador. Also on one flavor advertising campaign, the collaboration between Misty Copeland and Estée Lauder will not end. But the details of further joint work of the prima and beauty brand have not been disclosed.
“We see that Misty Copeland has the ability to appeal to all women. The fact is that it inspires, especially young girls. It serves as an example for them. We want to communicate with people who really consider her role models. Not only as dancers, but also as women, ” – said Gary Shahner, senior vice president of global relations at Estée Lauder.
“For me, fragrances are very important, especially those with which I go on stage,” – Copeland admitted. They inspire me, and I hope I can inspire others. The Modern Muse campaign is the perfect way to show the other side of my personality, ” – Misty Copeland shared.
The fragrance of Estée Lauder’s Modern Muse was first released in 2013. Its composition combines floral and woody notes of jasmine, honeysuckle, mandarin, patchouli, vanilla and amber. Misty Copeland notes that it is her great honor to represent the Estée Lauder Fashion House.
“When it comes to Estée Lauder, I represent a rich history and heritage. And for me, as dancers, heritage, tradition and history are the most beautiful parts of what I do. And that’s why I really appreciate it, ” – says Copeland.
The first commercial with the participation of Misty Copeland has already been released. In it the prima deals with her daily affairs: she is engaged in ballet and conducts lessons from young dancers.