Lancôme taps Squid Game’s Hoyeon Jung and singer Aya Nakamura as brand ambassadors

By Amanda Pauley | Published: 17-Feb-2023

Both the South Korean actress and the queen of French pop will represent the luxury cosmetics house globally

Lancôme has signed actress Hoyeon Jung and singer Aya Nakamura as global brand ambassadors. 

The L’Oréal-owned luxury perfume and cosmetics house announced the news on Instagram by unveiling new campaign imagery.

Both women were chosen because they have “founded their success on a referential that differs from that of the previous generation,” said International President of Lancôme Françoise Lehmann. 

“And that is a significant change.”

Hoyeon is a South Korean model-turned-actress who found fame on Netflix’s drama series Squid Game

The star has also modelled for fashion brands Adidas, Chanel and Louis Vuitton.

“Every woman has beauty inside her. It is her power,” said Jung.   

“Sometimes it is soft, sometimes it is a force.

“Lancôme exists to reveal this powerful beauty in each woman. 

“Being a part of this story makes me feel like I am giving something back.” 

Singer Aya Coco Danioko, who goes by the stage name Aya Nakamura, is known as the ‘queen of French pop’.

Today, her music has been listened to six billion times and she was the most streamed French artist around the world in 2022. 

“A singer of international renown and a style icon in her own right, Aya has transformed the musical landscape in France and beyond,” posted Lancôme. 

The brand has also created a YouTube documentary with the songstress, which follows her on the road to her concert at celebrated Parisian venue Accor Arena.

The film will debut in the summer. 

This news comes hot on the heels of Lancôme appointing UK Gen Z influencer Emma Chamberlain as Global Brand Ambassador too. 

The internet star is the face of the luxury cosmetics brand and its new YouTube series, How Do You Say Beauty in French

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