LONDON — Rimmel London has named Cara Delevingne the face of the beauty brand, WWD has learned. An announcement is expected today.

The British model-actress will act as an ambassador and will appear in the advertising campaign, according to Johanna Businelli, Coty’s chief marketing officer of color cosmetics. Delevingne’s first campaign will appear later this year and details will be released in due course.

“I think it’s so rare for a beauty brand to find such a natural face as an ambassador,” Businelli told WWD. “We are very fortunate to have Kate Moss but Cara is also a fantastic fit. We pick people who don’t need any customization and I think that is one of the key points. Cara Delevingne is a true British woman and she has true British style — a classic beauty and she also has this imitable attitude. She has had a very fast rise to stardom, it’s been meteoric and she is extremely compelling and loved by the younger generation, which is a key, core target for the brand.”

Businelli added that Delevingne embodies the values of Rimmel as a “modern British beauty.”

“She has this quite unique look because it’s always bold, very trendsetting and very personal,” she said. “It’s her style so she is inspired from within and she has that individual beauty and her individual way of self-expression, which for us is very important. If you look at the way the Rimmel brand translates, it’s really about empowering women to create their look. It’s not about having a stereotypical look. She has become a true inspiration for a generation of young women and for Rimmel.”

Businelli noted that future projects will be Delevingne-driven. “We’ll be focusing on bringing new products because innovation is the lifeblood of color cosmetics and we have a fast pace of innovation, so bringing to market the innovation, that fits also the Cara personality and the Cara look,” added Businelli. “It’s amazing, the following she has and it’s probably only going to continue to grow. I think over 28 million followers on Instagram alone, so that is an area that we really want to bring to life together with Cara. I think the key point here is authenticity and things being relevant and authentic.”

For its first digital initiative with Delevingne, the brand will host a global Snapchat conference on April 15. Starting on Wednesday, users can send questions using the hashtag #RimmelxCara and the British model will select her favorite questions and will answer them live on Snapchat.

“Her personality and attitude are the key factors and that is what we want to bring with this ambassadorial role for Rimmel,” Montserrat Passolas said. “She will be starring in campaigns for new launches, for new innovation, for everything that encompasses being a full front ambassador – TV, print, online, etc. Things that lead us to showcasing the Rimmel, ‘get the London look’ beauty, personality and attitude. She complements our ambassadors; we have as you know Kate Moss, Georgia May Jagger and Rita Ora. We will continue with them because they bring different backgrounds, different achievements of women. They are all strong, self-made women and they have outstanding personalities that complement perfectly each other.”

“My first memory of Rimmel, was watching the adverts with Kate [Moss],” Cara Delevingne told WWD. “I was very much a tomboy growing up so I never really wore makeup but I was always fascinated by how edgy and captivating the brand and its ambassadors were. It’s such an iconic cosmetic brand that represents the London girl. It was a natural partnership. The brand philosophy and core brand identity is in line with my own style and attitude. I am proud to be English and jumped at the opportunity to collaborate with such an iconic English brand.”

Delevingne is the face of the latest Saint Laurent campaign, for La Collection de Paris. She will also star in “Valerian and the City of a Thousand Planets” set to be released in July 2017 alongside Rihanna, Clive Owen and Ethan Hawke. Last year she starred in films including “Paper Towns,” and “Pan.” She’ll be seen in “Absolutely Fabulous: The Movie” and “Suicide Squad” this summer.

Former faces of Coty Inc.-owned brand’s roster include Coco Rocha, Solange Knowles, Zooey Deschanel, Lily Cole and Sophie Ellis-Bextor.

RELATED STORY: Cara Delevingne Shares Snap From Upcoming Movie ‘Valerian’ >>

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