Estée Lauder has announced the return of model and anti-ageism activist Paulina Porizkova to its global ambassador roster.
The 59-year-old actor previously served as a spokesmodel for the luxury beauty brand from 1988 to 1995, appearing in some of its “most celebrated” campaigns.
This new partnership highlights both parties “shared mission to redefine standards of beauty,” read a statement from Estée Lauder.
Porizkova will endorse skin care and make-up products from the brand that “authentically align” with her pro-ageing values.
She will also drive conversations and foster communities around the topic.
Her first campaign will debut in spring in support of Estée Lauder’s Revitalizing Supreme+ franchise.
“Today marks a milestone moment for the brand as we welcome Paulina back to the Estée Lauder family; this time not as a spokesmodel, but as a role model,” said Justin Boxford, Global Brand President, Estée Lauder.
“Paulina’s voice, authenticity and ability to connect with women on the deepest level is the embodiment of everything Estée Lauder stands for.
“She is changing the conversation around ageing, and we want to be the megaphone to help amplify her message.”
Talking about the collaboration, Porizkova said: “Over the last 30 years, I have become a woman who has a voice, strong opinions and an even stronger sense of self.
“Estée Lauder approached me to work with them again, not despite these values but because of them.
“Unlike the first time around, this is more than a job.
“It is my purpose – an opportunity to be exactly who I am, to speak only about products I genuinely love and believe in, and to show women around the world that with age comes power and possibility.
“This is about more than representation. It is about being seen and celebrated.
Estée Lauder’s other A-lister ambassadors include Cuban-Spanish actress Ana de Armas and models Bianca Brandolini, Carolyn Murphy, Grace Elizabeth and Imaan Hammam.
Plus, South Korean singer-songwriter IU, American model Karlie Kloss, Hong Kong-Taiwanese actress and model Shu Qi, and Chinese actress Yang Mi.
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