Today, Rimmel London announced that it has appointed Cara Delevingne the new face of the cosmetics brand. The famously bold-browed British model and Suicide Squad actor, 23, was tapped for her “strong look and trendsetting style,” as well as her social-media clout, which reaches 36 million fans across all platforms.
In a move that underscores the beauty industry’s current obsession with all things millennial and younger, Rimmel plans to stoke social-media engagement and build buzz around Delevingne’s appointment through Snapchat, the increasingly popular (though not particularly brand-friendly) mobile app that allows users to share video clips and pictures that vanish after viewing (or in the case of Snapchat Stories, after 24 hours).
On April 15, the brand will hold its first “Global Snapchat Press Conference,” where Delevingne will answer select questions from fans live. Anyone can submit a question to the star by using the hashtag #RimmelxCara on social media platforms like Twitter.
Rimmel isn’t the only beauty brand turning to Snapchat as a way to reach young, digital-focused consumers. Burberry, another early adopter of tech, created a Snapchat-centric promotion for the April launch of its Mr. Burberry fragrance.