Photo: Courtesy of Armani Armani Beauty wants to evolve for new generations without diluting what makes it classic. That means staying loyal to longtime ambassadors like Cate Blanchett, while signing up younger talent rooted in pop culture to boost its appeal on social media and other digital channels. Today, Armani Beauty is introducing Gen A, a cast of young celebrities who will represent the brand on a global stage. They include actors Camila Mendes, Maude Apatow, Lili Reinhart, Isabela Merced, Chase Stokes, Jonathan Daviss, Lukas Gage and Michael Evans Behling. All except one are in their twenties and feature in popular TV shows, such as Euphoria and Riverdale . Most importantly, they’re genuine fans of Armani Beauty — a primary requirement when selecting ambassadors, says the brand’s global president Veronique Gautier. It’s important that they’re not just pushing products, but feel excited and want to be part of the community, she explains. Unlike past ambassadors, they won’t appear much across traditional touchpoints such as billboards and magazines, but will feature in digital campaigns across e-commerce and social platforms including TikTok and Instagram, fronting a monthly cadence of online content. They’ll also represent the Italian brand at global events, such […]
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