Emmy-winning actress Zendaya is the new face of Lancome’s new Lash Idole Mascara. The mascara comes as an expansion of Lancome’s Idole collection, which debuted with an Eau de Parfum last August.
In the new ad campaign for the mascara, Zendaya, who’s also the face of the Idole fragrance, posed in front of a rose-pink backdrop holding the mascara wand. The star’s hair was braid in sections and pulled out of her face, littered with silver hair jewelry. She wore a beautiful silk top matching the backdrop with fastened with a black leather strap.
“This product is really targeting the young generation,” said Francoise Lehmann, global brand president of Lancome, according to WWD. “It’s a nomadic, on-the-go product, easy to use and reuse.” And because the Idole collection specifically targets a younger market, Zendaya was the perfect choice to model the new mascara. Lehmann said: “She perfectly epitomizes a generation.”
The actress, singer, and activist has been working with the Lancome brand for over a year now, joining to front the Idole fragrance in summer 2019. With the expansion of the Idole products, Lancome also expanded Zendaya’s role with the iconic beauty brand.
The Lash Idole Mascara is packaged in a black and pink tube. According to the product’s description, the Lash Idole Mascara “targets and volumizes the look of lashes, lifting and fanning lashes out with formulated for minimal clumps.” The wand’s brush includes 360 micro-bristles in 90 different sizes. The spoonlike curve of the brush is what helps to reach every lash producing that lifted, fanned-out look. Lancome also promises 24-hour wear with no touch-ups or flaking.
Lancome’s new mascara is available now exclusively on the Lancome website for $26 and will be released to other retailers worldwide sometime in January 2021. You can also shop Lancome’s Idole fragrance online and in stores.