Lily Collins replaces Emma Watson as the new face of Lancome: good choice?

Dear Lancome: STOP IT. Stop hiring actresses in their early 20s to represent your brand. Please. It’s a pain in the ass to look at Emma Watson and now Lily Collins and think, “Seriously, these are the brand ambassadors adult women want to see?” So, yes, Lily Collins just scored a major endorsement deal with Lancome. A few years ago it was Emma Watson, and at first I thought Lily was simply joining Emma as co-brand ambassador, but many sites are claiming that Emma has been pushed out and Lily has taken over the under-25 demographic. That’s gotta hurt for Emma – then again, her Lancome commercials were rather painful and they styled her Beiber haircut very poorly. Lancome announced their newest brand ambassador with a series of tweets:

[Via Lancome’s Twitter]

Is it bad form to announce your newest brand ambassador and then feel the need to send out several more tweets explaining WHO she is? I mean, I know who Lily Collins because A) I do this shiz professionally and B) I pay attention to eyebrows, but I’m not the whole world. Maybe Lancome should have done a teaser campaign trying to introduce Lily before they made the big announcement?

Anyway, Lily is pleased. She released a statement: “It’s an absolute honor and privilege to have been chosen to represent the Maison Lancôme. I have always admired the brand’s unique and distinctive appreciation for inner beauty and grace, elegance and utter radiance. I feel incredibly lucky to be included among the most inspirational women ambassadresses for one of the most prestigious brands in the world. It’s truly a dream come true.”

Lily’s campaign will launch in January. Well… I’ll give her this much: she has lovely skin. And the teaser image (the header image in this post) is pretty although sort of boring. Maybe she’ll just be known as a fashion/beauty girl at this point, because she’s really not setting the world on fire with her acting talents. Did you see the box office for City of Bones? Yikes. They aren’t going to make their money back on that one.

Photos courtesy of Lancome, WENN.

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