Who is Emma Chamberlain, the new Lancôme muse?

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After Julia Roberts, Penelope Cruz, or even Lupita Nuyong’o, it’s a new face that has come to embody the values of the French brand Lancôme. In a desire to reach a younger audience, it’s Emma Chamberlain that the brand turned to, to create alongside her a new fresh and casual image. Between campaigns and digital series, Lancôme is reshaping its image by turning to Generation Z, a new key pillar of the beauty industry, and luxury fashion. Let’s discover together how Emma Chamberlain, the new Lancôme muse, has charmed the French house, and how her image can support the new marketing direction.

How Did Emma Chamberlain Become the World’s Most Popular Girl?

In just 6 years, the authenticity and good vibes of the 21-year-old American have won over social networks, taking her from vlog camera to the MET red carpet as the queen of interviews for Vogue’s microphone.

From YouTube to the Forbes List

Starting at the age of 16, Emma Chamberlain gradually made her mark in the vast ocean that is YouTube, notably through collaborations with other creators, within groups like the Sister Squad.

Awarded numerous accolades, such as the Streamy Award for Breakout Creator, or the People’s Choice Award for Pop Podcast and Social Star, Emma Chamberlain also made headlines as early as 2019 as “the funniest person on YouTube,” “the world’s most publicized teen influencer,” “the most interesting girl on YouTube,” and the one “changing the world of video” according to The Atlantic, The New York Times, and W Magazine.

That same year, she was listed among the 25 most influential people on the Internet by Time, which also included her in its Time 100 Next. Forbes also recognized her, placing her in its list of the most influential under 30s on social media. She also appeared in Variety’s Power of Young Hollywood list in 2020. That same year, Cosmopolitan featured her on its cover, calling her the “world’s most popular girl”.

During her participation in the 2022 MET Gala, Lauchmetrics revealed her position as the most important influencer of the event, with a media impact value (MIV) of nearly $16 million.

Beyond YouTube

After video formats, the young woman turned to audio, with her award-winning podcast Stupid Genius. Emma Chamberlain continued the adventure by revamping the format under the name “Anything Goes with Emma Chamberlain”, in which she discusses a variety of topics that come to mind. Spotify has also signed her to develop it on their platform, accompanied by a video.

In 2019, Emma Chamberlain also launched her drink brand, Chamberlain Coffee, offering coffee, matcha, and accessories. We also witnessed the release of her “the ideal planner” that same year.

At the pinnacle of success, the young woman opened the doors of her newly renovated home to the cameras of Architectural Digest.

The Chamberlain Recipe

With nearly 12 million subscribers on YouTube, and more than 16 M on Instagram, the young woman, from Generation Z, reaches her audience through her simplicity, her humor, and her breath of fresh air, which are reflected as much in her personality as in her content.

Sharing her daily life, her travels, and her glamorous events, Emma Chamberlain, the new Lancôme muse, presents herself without filters, like any other young woman, also sharing questions about mental health.

This authentic approach, grounded in reality, allows everyone to identify with her and is the key to her success. Her humor, kindness, wonder at the little things in life, and her offbeat tone through her dynamic and straightforward formats, make her accessible, something that resonates with Generation Z.

How Did Emma Chamberlain, the New Lancôme Muse, Make Her Mark in Fashion and Beauty?

With a love for fashion, colorful pieces, and a retro vibe, the young woman has charmed brands with her temperament and radiance among Gen Z.

Over the years, she has been seen collaborating with prestigious houses and brands like Cartier or Louis Vuitton. Notably in the context of collaborations between YouTube and the latter. She has also participated in collaborations, like the one between Levi’s and Ganni last year. Instagram also broadcasted an IGTV format on her account, “Styled by Emma” where the American came to restyle strangers.

Emma Chamberlain also created a collection, Low Key / High Key by Emma, with Dote in 2018 (a collaboration cut short due to scandals around the latter).

In recent years, we have seen Emma Chamberlain, the new Lancôme muse, participate in various formats on YouTube channels of brands like Net-a-porter, or magazines like Harper Bazar.

It is notably alongside Vogue that we have seen her evolve, through videos like 24 hours with, 7 days 7 styles, and especially, she reached a key moment in her journey, that of the MET Gala, where she came to interview the participants two years in a row.

Why Emma Chamberlain Can Bring a New Breath to Lancôme?

After Dior and Jimin (BTS member), Adidas and Jenna Ortega (Wednesday Addams), and now Emma Chamberlain, the new Lancôme muse… Brands are making a shift in their communication strategy lately. Indeed, to endure, brands must, more than ever, evolve and adapt to their new target: Generation Z.

Adapting Marketing Strategy to Target Generation Z

This generation now represents the new target customer base for brands, and is at the heart of sales strategies. However, unlike previous generations, this one has much more marked codes and does not respond to the same marketing pitches. That’s how Lancôme, rethinking its communication positioning, hit the mark by proposing to Emma Chamberlain to become its beauty and makeup ambassador.

Moreover, by making Emma Chamberlain the new Lancôme muse, the brand not only appeals to Generation Z but especially targets the Asian market, which greatly appreciates her, and which is essential to conquer nowadays. By embodying the image and values of a brand, an ambassador creates a connection with an audience that corresponds to them, and can thus attract a new panel of customers. By choosing the young YouTuber, the brand directly speaks to its new target and expands its reach.