Lupita Nyong'o for Lancome & What We Can Learn About Branding

It was announced earlier today that 2014 Best Supporting Actress Oscar winner Lupita Nyong’o was named the new ambassadress for cosmetics line Lancome. The news was well received obviously.

As Afrobella wrote HERE, many had been wondering what her next steps would be. Now that we know, what can this announcement teach us on the power of branding?
Lancome Ambassadors have included models Daria Werbowy, Elettra Wiedemann, Inès Sastre and Arlenis Sosa; actress Emma Watson, Lily Collins, Kate Winslet, Julia Roberts & Penelope Cruz.

It was reported that Julia Roberts’ deal in 2010 with Lancome was worth $20million.

Lupita though to many she was an “overnight sucess” which is not true at all. Let’s not forget about the fact that she has educational prowess with an MFA from Yale University that counts as alums and Bachelors from Hampshire College to boot.
Celebrity endorsment deals as of late are a dime a dozen, but if you look carefully at the lasting relationships between brands and the celeb faces, those that have lasted the longest seems to have been most thought through (or long contracts signed). Charlize Theron for Dior, Carolyn Murphy for Estee Lauder, Beyonce & Loreal etc.

Lancome is a brand that’s distinguished itself from the fray by appealing to a luxury without the flash, under the radar type  consumer.
Had she been announced with MAC or Lo’real or a lesser valued cosmetics brand it wouldn’t have aligned with her branding which seems to have been careful crafted and executed.
In terms of the Lupita Brand, from the outside looking in, its well curated. She’s someone you would want to have tacos and margs with. She may also be there partaking in debauchery fun at 3am but those won’t end up on insta/twitter or Facebook because it will be done amongst the closest people she knows.  Lancome has never had a black actress front it’s products and I am sure this news will not only help them boost sales not only within that demographic but positioned as a global beauty leader. Women, young and old from all parts of the world have been able to relate to Lupita and with a steadily growing economy in Africa to boost sales in Europe & Americas #winwin.

In an exclusive interview with Women’s Wear Daily (WWD) she stated “What appealed to me about Lancôme is that they’re not dictating what beauty is.” “What they do supports something that already is — and that was appealing to me, too. It’s what drew me to them. Hopefully it’s a symbiotic relationship — that I benefit from being associated with them, and they benefit from being associated with me, as well. And for the consumer at large, I think Lancôme has a range of products for every woman, and I think having me will expand people’s understanding of, hopefully, what Lancôme stands for, who Lancôme is for.

Whether you are up & coming or an established powerhouse, how you set the tone for your brand and move that forward speaks volumes. Take a lesson from Lupita, don’t just take it because it was the best or most expensive offer, take it because at the core it speaks to you, you can relate and you know that it has potential to be a lasting relationship.

Now the next question is: Who will shoot the campaign and will they use her main makeup man Nick Barose?

*image via wed


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