THE WHAT? Estee Lauder has signed Ana de Armas as its new Global Brand Ambassador. The Golden Globe Award-nominated actor will feature in campaigns across digital, TV, in-store and print starting by fronting ads for a new fragrance set to make its debut this month.
THE DETAILS “I am honored to represent such an iconic brand,” said Ana de Armas. “Growing up in Cuba, I really admire and connect with the story of Mrs. Estée Lauder. She understood that you have to work hard to turn your dreams into a reality. Everything she did was inspiring then and continues to be inspiring today. I am proud to become part of that legacy and share her story.”
THE WHY? With fellow ambassadors hailing from Europe, India, China, Africa and North America, the brand is presumably addressing the gap – namely Latin America. Stéphane de La Faverie, Group President, The Estée Lauder Companies & Global Brand President, Estée Lauder and AERIN, says, “We are thrilled to welcome Ana to the Estée Lauder brand. Her story of overcoming barriers to achieve her dreams and become an accomplished actress is inspiring to women around the world, and her talent, warmth and beauty will bring a new energy to the brand.”