When Natasha Poly was announced as the new spokesperson for L'Oréal back in February the general thought was that it was about time. When it comes to paying your dues, Poly has more than done that over the past 10 years having starred in campaigns for everyone from Gucci to Jil Sander and walked for everyone that matters. Bagging a big cosmetics deal, then, was a natural progression.
Recently this image of the model appearing in her first ad for their Elnett Satin hair spray was released and to mark the occasion, the brand has also released a behind-the-scenes video of the shoot. Talking to the camera Poly explained that despite her long career, it's only now that she feels like she's made it. 'I've been doing modelling for almost ten years and I've worked so hard to reach this moment,' she said. 'My dream came true. I've reached a point where I can actually send a message to people, saying to them, 'You're worth it - we're worth it.'
Bagging covers and walking the shows is good but for a model, you know you have really made it when you secure a beauty deal. It's not an easy task though. It was only last month that Natasha Poly secured a deal with L'Oreal after being at the top of her game for years. It's this fact that makes Maybelline's recent announcement pretty big.
Earlier on this week they used P'Trique - the star of the 'Shit Fashion Girls Say' videos - to announce that Charlotte Free is their latest spokesperson. Her new role will see her appearing in the television campaign for the brand's new Colour Sensational Popsticks lipsticks this summer. 'It's an honour to represent this truly iconic brand and a dream come true,' she told WWD.
Despite bagging a deal with Forever 21 recently and appearing in magazines like Wonderland, Free is still relatively new in the fashion game. Damien Bertrand, global brand president of Maybelline New York, seemed confident in his decision. 'Charlotte is the new generation of beauty,' he told WWD. 'Her great energy and her unconventional style make her unique. Spontaneous, confident and daring, Charlotte is the perfect representative of the Maybelline New York woman.'
Walking in the show and appearing in campaigns is good but you know a model has made it when them bag that big beauty deal. Last month we confirmed that Natasha Poly finally bagged hers with L'Oreal and now Arizona Muse is getting in on the action too and has just been named the new spokesperson at Estée Lauder.
Since Anna Wintour tipped the 23 year-old as 'the breakout star at the Spring 2011 shows' in her February 2011 editor's letter, her career has gone from strength to strength. Along with the likes of Karlie Kloss and Joan Smalls, Muse is dominating the modelling scene. 'Arizona is a true beauty and a great complement to our other spokespeople,” Aerin Lauder, style and image director for the Estée Lauder brand, told the WWD. “She is perfect for the brand — she is warm, elegant and personable. She can represent skin care, fragrance and makeup equally well. She is truly a modern Estée Lauder woman.”
Although the term 'supermodel' has been limited to the likes of Christy and Naomi, Natasha Poly is amongst the few models that today that have reached that status. Over the course of her ten year career she's served as the muse to Frida Giannini at Gucci, has appeared on seven French Vogue covers and has had Russian Vogue and Muse have dedicated entire issues to her. The only thing that she hasn't secured is that big cosmetics campaign but finally, she's got it. Last week her agency confrimed that she will join the likes of Claudia Schiffer and Doutzen Kroes as a spokersperson for L'Oreal.
Britain's Advertising Standards Agency has been on a roll recently. Last year Miu Miu's Hailee Steinfeld campaign was criticised for being irresponsible and the 'Oh Lola!' Marc Jacobs campaign starring Dakota Fanning was also subject to attack. Today, L'Oreal are the latest company to be under fire by the organisation.
The Revitalift Repair 10 campaign starring Rachel Weisz has been banished after Liberal Democratic politician Jo Swinson made a complaint arguing that the ads misrepresented the effects of the product, making it appear more effective than it actually is. According to the ASA, the ads had “been altered in a way that substantially changed her complexion to make it appear smoother and more even.
For the cover of its April issue, the team behind Vogue India decided that it was time to tackle the issue of colour prejudice within the country, and so have shot five beautifully dark skinned models - including Londoner Gia Johnson Singh - scantily clad in pale bikinis, under the editorial title 'The Dawn of Dusk'. As the feature explains, "Every generation has its share of beauty myths. Perhaps its time to bust this one", continuing, "Time to say that as a magazine we love, and have always loved, the gorgeous colour of Indian skin... dark, dusky, bronze, golden - whatever you call it, we love it."
Whilst the desire to achieve a golden tan might be popular in the West, it seems that the East sees a different story - many successful Bollywood stars and models are light skinned, and last year saw an increase of 18% in the demand for skin whitening creams from the likes of L'Oreal and Unileaver, which is predicted to soar to 25% this year, The Times reports. "Skin colour matters a lot for women in India," Nirupama Singh, an expert on the area of sociology in fashion explained, "Fairness is a very valuable thing here, looked on as desirable. The fashion world can be a big agent for change in this area."
As we begin a new decade, so does Maison Martin Margiela. The fashion house that had to say goodbye to its founder, who left last year, has clearly decided that it is time for a new challenge. Having maintained a different approach to its interpretation of fashion and the industry for two decades, the brand hopes to keep up this tradition with the launch of debut scent to be distributed by L'Oreal and aptly named 'Untitled.'
Paying tribute to Martin Margiela's vision and that of his team, Daniela Andrier, whose olfactory senses helped bring about the perfume, has managed to pull together "floral, woody and very green" scents alongside "ambery and oriental" notes. Clearly an expert in the field, Andrier has also created YSL's Rive Gauche, Gucci Rush for men and a number of Prada perfumes. With Untitled, she has created a scent that can be worn by "anyone, anywhere" and has said, "I am grateful to Maison Martin Margiela for whispering the formula for this perfume into my ear."