Zendaya Fronts Lanc?me’s Lash Id?le Mascara
ID?LE STATUS: Zendaya Coleman — aka Zendaya — keeps her Id?le status at Lanc?me. The actress, singer and activist, who became the face of the women’s fragrance by that name launched in August 2019, is extending her role to front the new mascara, Lash Id?le.
After the Id?le Eau de Parfum, targeting Millennials, the L’Oréal-owned brand will introduce the mascara on Dec. 2. It’s billed to give an instant lift and fanned-out volume with a 24-hour lasting and smudge-proof effect.
Lanc?me said that’s due to the mascara’s curved brush with 360 micro bristles in 250 sizes to coat individual lashes, plus its a light gel emulsion with tea extracts and 25 percent less wax.
“This product is really targeting the young generation,” said Fran?oise Lehmann, global brand president of Lanc?me, who added it has the same attributes as the Id?le perfume. “It’s a nomadic, on-the-go product, easy to use and reuse.”
Lanc?me commands a long-standing leading position in the mascara category.
Regarding the choice of Zendaya for the new product, Lehmann said: “She perfectly epitomizes a generation.”
Nico Bustos shot the campaign.
The Id?le fragrance currently ranks in the top 15 of women’s prestige fragrance in Europe, where La Vie Est Belle holds the first spot and Lanc?me’s perfume franchise has entered the top two for the first time.
In the U.S., Id?le is among the 17 best-selling prestige women’s scents, La Vie Est Belle is among the top three and Lanc?me’s scent franchise is in the top two.
For more, see:
Zendaya to Receive Visionary Award at Green Carpet Fashion Awards
EXCLUSIVE: Lanc?me Poised to Release Id?le Scent
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