She joined the circle of prestigious Lancôme muses like Penélope Cruz, Julia Roberts and Isabella Rossellini.
At 27, Aya Nakamura has the title of global beauty brand ambassador.
The most listened to French-speaking artist in the world will embody a new collection of cosmetics which will be unveiled next March.
False "cat's eye" eyelashes, XXL nails, shimmering eye shadow and glossy lips: the very first images of the campaign set the tone.
Read alsoAya Nakamura, the quiet strength
teen idol
Even if she is more of the type to chain
hits
(she has 6 billion plays on music streaming platforms), Aya Nakamura is not her first experience in the beauty industry.
After creating a first makeup collection with MAC Cosmetics in 2019, the Franco-Malian singer is back to her brushes.
The message she wants to convey through this new major role?
"I hope to inspire the women around me and push them to become who they have always wanted to be," she said in an official statement.
[Aya Nakamura] is a true role model for an entire generation
Françoise Lehmann, international president of Lancôme
On this occasion, the interpreter of
Pookie
and the Lancôme team have produced a video documentary which will be released on YouTube this summer.
The short film will go behind the scenes of the release of her fourth solo album, entitled
DNK
and will follow her during her concerts at the Accor Arena in Paris in May 2023 (which are all sold out).
“I have followed Aya's career for a long time because I admire her talent and artistic bias.
She is a true role model for an entire generation, and I am happy to have her join the Lancôme family,” said Françoise Lehmann, international president of Lancôme, in the same press release.
Aya Nakamura, new global ambassador for Lancôme.
Press/Lancôme
New faces
At the same time, the brand also welcomes another talent to its muse club.
It's Jung Ho-yeon, the South Korean actress who's been rocking the planet since she was revealed in the hit Netflix series
Squid Game
.
Two new appointments that arise shortly after that of the American influencer Emma Chamberlain as global ambassador.
These new faces particularly appreciated by
Gen Z
announce a radical modernization of the image of the brand, already initiated a few years ago with the inclusion of Zendaya, Chiara Ferragni or even Lily Collins before them to seduce a younger target.
A 360-degree turn that “does not mark a paradigm shift, but an evolution,” says Françoise Lehmann in an interview with
WWD
magazine .
“What are the channels that make it a source of inspiration?
It changes.
These women have based their success on a benchmark that differs from that of the previous generation, and this is a significant change,” she observes.
From Julia Roberts to Aya Nakamura, the new Lancôme woman is multiple.