January 6, 2015
Beauty marketer Lancôme has recruited British cosmetologist Lisa Eldridge as the brand’s new global creative director of Lancôme makeup.
Ms. Eldridge has consulted with brands such as Shiseido, has collaborated with brands such as Prada, Chanel and Donna Karan for runway presentations and for advertising campaigns in addition to her personal YouTube and blog. Since Ms. Eldridge is a trusted, well-known voice in the beauty industry, Lancôme enthusiasts will be put at ease that she will maintain the brand’s image and aesthetic in her new role.
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In her new role at Lancôme, Ms. Eldridge will work with the brand to “create products and collections that embody her effortlessly chic philosophy -- one she shares with [the brand]."
Also, Ms. Eldridge will host application tutorials, which she has done for other brands such as Chanel (see story) to “turn make-up into a source of liberation rather than a constraint.”
In a statement given to WWD, Francoise Lehmann, general manager of Lancôme International, said that, “Lisa and Lancôme share the same values. We have the same desire to provide to women the keys to be more intimate and deep sense of beauty, rather than one that is solely on the surface.”
To formally introduce Ms. Eldridge to Lancôme's social following, the brand posted a 15-second video. In the video, Ms. Eldridge expresses her excitement of joining the Lancôme team and explains that she is sitting in the new Lancôme Make-up Atelier, where she will be working on new formulas and collections.