Rimmel is set to announce model and actress Cara Delevingne as its latest brand ambassador via the brand's first global Snapchat 'press conference'.
Through the partnership the Coty-owned make up brand will leverage Delevingne's impressive social reach of 36 million followers and it looks to connect with its core consumers.
The press conference will take place on 15 April and give consumers the opportunity to ask questions via the hashtag #RimmelxCara, when Delevingne will pick her favourite ones to answer on Snapchat.
Montse Passolas, vice president of global marketing at Rimmel London, said: “With her prodigious talents and fearless spirit, Cara is a true inspiration to young women everywhere. She also has a huge online presence and social media following, through which Rimmel can reach out and talk to our core consumers. She is an iconic British ambassador and a fantastic partner for the brand.”
As brand ambassador for Rimmel the London born 23 year-old will star in a range of advertising campaigns to promote its range of lipsticks, nail varnishes and eyeshadows.
Coty is working with digital communications agency Cult LDN on the Snapchat initiative.