Max Factor, part of Coty Inc., has announced actress and activist Priyanka Chopra-Jonas as its global ambassador and creative collaborator.
Max-Factor said Chopra Jonas will join the company as the face of “major” beauty campaigns and product launches throughout 2021 and beyond.
She will inaugurate her appointment as the face of the new Facefinity All Day Flawless Airbrush Finish 3in1 Foundation campaign.
As a creative collaborator, Max Factor states that the actress was very involved with the first campaign, ensuring that the language used in the advert was authentic to her voice and her personal experience with the brand and the product.
Taking to Instagram on Thursday 1st July, Chopra Jonas announced her appointment with a video launch campaign alongside the caption: “Excited to announce that I am Max Factor’s Global Ambassador! Can’t wait to share this journey with you all. Join me as we step into a new light to reveal our Xtraordinary selves.
See the original Instagram post here.
Stefano Curti, chief brands officer at Coty, said in a statement: “Priyanka is the modern embodiment of our diverse Max Factor audience, and a champion of the empowerment that comes with transformation. We couldn’t be more thrilled to partner with her and know we will be able to achieve so many extraordinary things together.”
Chopra Jonas added: “A brand with a rich heritage that spans more than 100 years, Max Factor is behind the most iconic and effortless beauty transformations in pop culture, and I am honoured to be collaborating as their new global ambassador.
“Confidence can be someone’s most powerful asset, and it’s important to trust that your beauty products will deliver. From make-up artists to people all over the globe, I know I’m in good company in sharing my excitement for Max Factor’s new product launches and I’m proud to be part of the brand’s next chapter.”
In addition to this latest venture, the star is also managing the launch of her own line, Anomaly Haircare, which is designed to be accessible and crafted with sustainability at the forefront. “I’m not someone who’s a professional with haircare, I let the professionals do that, but this is everyday haircare that will give you the best feeling,” Chopra Jonas told Elle.com.