In September 2011, Emma was revealed as the new ambassadress for Lancôme.
Youcef Nabi, President of the French beauty house said of Emma:
“Thanks to her charm, romanticism and her incredible modernity, Emma Watson has become the icon of her generation. We are delighted by this new collaboration with Emma who brings a fresh spirit to Lancôme.”
Emma follows in the footsteps of other renowned actresses, such as Julia Roberts, Penelope Cruz, Kate Winslet and Anne Hathaway, who have also starred in campaigns for the brand. Emma is delighted to be an ambassadress for Lancôme: “I was incredibly flattered to be asked to be an ambassadress. Lancôme has so much class and style, history and integrity. It represents some really amazing women and manages to remain relevant and modern.”
Emma’s first collaboration with Lancôme was for their latest fragrance, Trésor Midnight Rose, which was launched at a dazzling party in Paris in September 2011. You can see behind the scenes at the launch party here.
The campaign for the fragrance was shot by Mario Testino in Paris. Of the shoot Emma said, “Trésor Midnight Rose is sweet, warm and playful. There is something magic about midnight, and the concept of a flower that blooms at that time. All of Lancôme fragrances have a theme of romance. We wanted to have a sense of optimism and youthful energy in the campaign. The story is about fate, the simple chance that brings two people together. One never knows what is around the corner and the perfume is like life – full of surprises. We wanted the story to be timeless, like the fragrance.” See the advertisement in full here.
The latest collaboration was for a new range of lipstick called Rouge in Love which Emma launched in February at Selfridges followed by a spectacular cocktail party at The Savoy Hotel, London.
During her appearance at Selfridges, Emma told the audience gathered there, " I've always loved make-up, it's transformative. If you wake up feeling a bit grey and tired you can use it to change the way you feel about yourself - and you can carry it around with you."
There are 12 shades in the Rouge In Love range of lipsticks and Emma has revealed that her favourite shades are Corail in Love, Rose Boudoir and Rose Sulfureuse. "The great thing with lipstick is that you can just put it on and go," she said. "You don't need a make-up artist to apply it and it doesn't take three hours to put on. It's easy.”
Emma has also fronted campaigns for a range of nail polishes and skincare for Lancôme so far with many other collaborations with the brand to come.