Chanel has launched a new Instagram account dedicated to user-generated content, according to a report published by Elle magazine. The US @welovecoco went live on February 21 and will feature pictures and videos from US-based influencers, make-up artists and beauty lovers.

Instagrammers will be encouraged to tag @welovecoco in their posts for a chance to be featured on the platform. Images that portray the ‘elegant and fun’ Chanel beauty spirit will be reposted by the luxury label.

Social media users can opt for flatlays, selfies, product swatches, face charts or beauty tutorials involving Chanel products.