Italian fashion blogger Chiara Ferragni announced via her site, The Blonde Salad, on Tuesday that she’s been named Pantene’s new global ambassador. The 28-year-old is one of the top-earning style bloggers in the world, thanks in part to her shoe line, which accounted for 70 percent of her estimated $8 million in revenues last year, according to Forbes. Her audience includes more than 5 million Instagram followers and over 1 million Facebook fans.
The partnership follows on the heels of L’Oréal Paris’s appointment of its first-ever e-spokesperson, blogger Kristina Bazan of Kayture. Like L’Oréal, Pantene has traditionally chosen its ambassadors for their Hollywood star power, signing household names like Selena Gomez, Zooey Deschanel and Eva Mendes. This move signals the brand’s desire to tap into the perceived authenticity of digital influencers, and it’s not alone. A new report from Fashion and Beauty Monitor projects that budgets for influencer marketing are set to increase by 59 percent in 2016.
With a glamorous mane reminiscent of Brigitte Bardot’s, Ferragni regularly breaks down her beauty looks, from Coachella to Paris Fashion Week, on her blog. This also isn’t her first partnership with a haircare brand; in 2013, she was appointed a global ambassador for Redken.
“Growing up, my hair has always been my most faithful ally; its care is my little obsession,” she wrote in her January 26 announcement post. “And when what was born as a passion transformed into the job of my life, taking care of my hair, shielding it from stress, styling and weather changes and maintaining their health became more and more an actual necessity.”
Watch Ferragni in an Italian ad for Pantene below.