Cara Delevingne for Rimmel London
Cara Delevingne is the latest famous face to front Rimmel London.
The British model is to act as an ambassador for the beauty brand and appear in advertisements, WWD reports. She follows in the footsteps of fashion stars Kate Moss and Georgia May Jagger in working with the company, and Johanna Businelli, parent company Coty’s chief marketing officer of colour cosmetics, thinks she's the perfect fit.
“I think it’s so rare for a beauty brand to find such a natural face as an ambassador,” Johanna told WWD. “We are very fortunate to have Kate Moss but Cara is also a fantastic fit. We pick people who don’t need any customisation and I think that is one of the key points. Cara Delevingne is a true British woman and she has true British style - a classic beauty and she also has this imitable attitude. She has had a very fast rise to stardom, it’s been meteoric and she is extremely compelling and loved by the younger generation, which is a key, core target for the brand.”
The businesswoman continued to gush about Cara's unique appearance, and how she thinks it will help Rimmel London customers "empower" themselves.
Cara herself is thrilled to collaborate with a name that she has always admired, adding: “My first memory of Rimmel, was watching the adverts with Kate,” she smiled. “I was very much a tomboy growing up so I never really wore make-up but I was always fascinated by how edgy and captivating the brand and its ambassadors were. It’s such an iconic cosmetic brand that represents the London girl. It was a natural partnership. The brand philosophy and core brand identity is in line with my own style and attitude. I am proud to be English and jumped at the opportunity to collaborate with such an iconic English brand.”
The model-turned-actress will even inspire future beauty products under the brand, as Johanna hopes to capture Cara's personality and appearance through upcoming Rimmel London's offerings.
Cara's first campaign will drop later this year (16) and starting on Wednesday (13Apr) Snapchat users can send questions to the star using the hashtag xRimmelxCara, with the model answering her favourite through the app on Friday.