This morning, news broke out that everyone’s favorite teenage witch has inked a deal to become a brand ambassador for Lancome. But does choosing Emma Watson, who’s significantly younger than Lancome’s target customer, really make sense?
Watson teased her twitter followers with a series of riddles about the deal yesterday, and this morning she tweeted “It starts with an L and ends with an E. I’m sure you have guessed the new face of Lancôme is me! :-).”
It’s a decidedly youthful strategy the company is adopting — because we’re certain Lancome’s marketing department had everything to do with those clever tweets — to hire a 20-year-old actress and use her social media cachet to move product. Lancome’s other brand ambassadors have all been, well, mature women with Academy Awards on their CVs. Kate Winslet was 33 when she signed on as a Lancome ambassador in 2009, andJulia Roberts was 41 when the company tapped her for the job later in the same year. Penelope Cruz was 35 when the brand hired her in 2010. Watson, meanwhile, is 20.
And that’s the whole point — Lancome is clearly trying to get to a younger customer. Though we don’t know how many women under 40 would drop $88 on neck firming cream. Which is why the company isn’t calling her “young,” but “fresh.”
“Thanks to her charm, romanticism and her incredible modernity, Emma Watson has become the icon of her generation,” said Youcef Nabi, president of Lancôme International. “We are delighted by this new collaboration with Emma, who brings a fresh spirit to Lancôme.”
Could adding a fresh spirit possibly alienating the rich grown women who make Lancome’s business model work? We’re sure the Mario Testino-shot ads will be lovely, but other than that we can’t be sure how well this strategy will work.