Biotherm, a L'Oreal-owned skin care brand that is very well-known in China, just announced Leighton Meester as their new global ambassador!
The "Gossip Girl" star is super-busy these days. Fresh off the heels of confirming her engagement to Adam Brody, she flew to Shanghai, China to make her Biotherm debut. Sharing the huge news, Leighton joined several L'Oreal executives to unveil her fresh campaign.
Though Leighton has landed such a prestigious gig, the actress isn't aware of her popularity in China. "I have never spoken to people over Twitter from China," said the former CW network star, who is overwhelmingly idolized for her role as Blair Waldorf on "Gossip Girl," to Women's Wear Daily. "I get to speak to someone in Argentina or Israel, but I never speak to people from here. It is insular. It is really interesting. It is actually kind of nutty, but we won't talk about that."
As for her experience as a brand ambassador, the starlet believes being Biotherm's new face will be drastically different from her previous experiences.
"It is so opposite of what I am used to," shared the newly engaged starlet. "It is more technical, whereas I am very emotional and there is really not a lot of room for that. But it is fun. I get to travel, meet new people and be personal with people, and the fact that I actually like the brand is really wonderful."
Leighton will first appear in face-care product campaigns, which will start rolling out early 2014.
Patrick Kullenberg, general manager of Biotherm International, shared the reason why the actress is the perfect choice to appear in the brand's new ads. "[She] is very much in line with our values as a more natural brand," said Patrick. "She has this glow about her. We wanted to have one person who was legitimate with our desire to recruit younger customers to the brand."
Leighton will appear in international ads, promoting the brand's newest product line. Recently, Biotherm unveiled Liquid White, a line of whitening products for lightening your complexion particularly well-liked by women. This range will be released this February in Asia, as well as international travel retail locations, where there is a high prevalence of Asian consumers, said Kullenberg.
The global company also revealed a new campaign for Aquasource, their best-selling hydration products. Early next year, Biotherm will launch Skin Best, an instant corrector with an optical smoothing effect, in Europe.
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