The L’Oréal-owned brand hired the 23-year-old model to help attract a younger demographic
Image via Instagram @lancomeofficial
Lancôme has revealed the marketing campaign for its new Idôle fragrance, starring brand ambassador Zendaya Coleman.
The 23-year-old model was tapped by the L’Oréal-owned brand earlier this year to attract a younger demographic.
She joins long-standing ambassadors Kate Winslet, Julia Roberts, Scarlett Johansson and Penelope Cruz.
In the video, shot by director Emmanuel ‘Manu’ Cossu, Coleman appears riding a horse through Los Angeles, California, to Sia’s soundtrack Unstoppable.
Lancôme described the campaign as a celebration of ‘conquering femininity’ and ‘confidence’.
The fragrance is blended with isparta rose petal essence, centifolia rose, bergamot, pear and jasmine grandiflorum.
The campaign video and images will run across the brand’s social media channels as well as in print.