THE WHAT? Coty has announced that it has appointed actor Priyanka Chopra-Jonas as Max Factor’s new Global Ambassador and Creative Collaborator.

THE DETAILS “What was most amazing to me about being a Max Factor ambassador was the legacy.  It started with movie stars all the amazing women that I’ve grown up seeing and to be part of that was, you know, it’s pretty cool,” Chopra-Jones commented, via Max Factor’s Instagram account.

THE WHY? The move is part of Coty’s wider growth strategy. The US beauty behemoth said that its new customer approach focuses on empowering people through its products and platform and Priyanka is a modern embodiment of this diverse Max Factor audience and a champion of the empowerment that comes with transformation.