L’Or蠬 signs new ‘face’ of Lancme

Cosmetics giant L’Oréal has signed Elettra Rossellini Wiedemann, the daughter of actress and model Isabella Rossellini, as the new face of its French beauty brand, Lancôme. The move comes ahead of a major push behind the brand which launches in the UK in the new year.

Rossellini Wiedemann, who is also the granddaughter of Academy award-winning actress Ingrid Bergman, made her modelling debut three years ago, appearing in adts for the upmarket US clothing chain Abercrombie & Fitch.

The New York-based model has since appeared in campaigns for luxury clothing brands Salvatore Ferregamo, Bill Blass and Catherine Malandrino.

Rossellini Wiedemann will appear in the first round of advertising for Lancôme’s skincare range in Asia at the end of this year. The campaign will then be rolled out worldwide in January next year, to coincide with the launch of a number of new products including a foundation, mascara and lip gloss.

The contract win sees Rossellini Wiedemann follow in the footsteps of her mother, who represented the brand for 14 years.

Earlier this year, the L’Oréal-owned brand revealed British actor Clive Owen as the new face of its men’s skincare range, in a deal with £2.5m.