Many beauty brands have followed the trend of teaming up with social media celebrities and personalities to tap into the digital world; and Eldridge is also a social media star in her own right, building her success on digital platforms such as Instagram and her blog, winning a loyal following which also includes high profile celebs such as Kate Winslet and Keira Knightley.
She will now work with the L’Oreal luxury brand in the ‘make-up atelier’ in Paris, where she will spend her time working on collections and new product formulations, having simultaneously announced the news on Instagram.
"We are designing a brand-new Paris makeup atelier, and I can't wait to start creating new collections, shades and products, as well as posting the online content we have in mind," she says. "This is truly an exciting new adventure."
Eldridge added the caption to her post “Thrilled to announce my new position as global creative director of Lancôme makeup…#LisaforLancome #lisaeldridge #lancome”.
Influence
“Lisa and Lancôme share the same values," adds Françoise Lehmann, general manager of Lancôme International. "We have the same desire to provide to women the keys to a more intimate and deep sense of beauty, rather than one that is solely on the surface.”
Lehmann notes that Eldridge will work with Lancôme to create products and collections that “embody her effortlessly chic philosophy — one she shares with Lancôme.”
She will also craft application-gesture techniques and tutorials as she has become famous for on her own blog, Lisaeledridge.com.
She has also reassured fans that her work with Lancome will not affect the integrity of her original blog and instructional video posts or her Instagram and YouTube accounts whose 239,000 and one million followers respectively come to her for beauty news and product reviews.
“I really wanted to make it clear however that my channel, my website, my YouTube and all my social media platforms aren’t going to be changing at all,” she said in a video on her site.
Eldridge has consulted with several colour cosmetics brands in the past, including Shiseido and Boots No.7, who she worked with for 10 years.