Priyanka Chopra Jonas shares beauty news

Following last week's announcement of Rimmel London's new global brand activist, Coty Inc. is hitting the refresh button on another one of its beauty brands, and this time Max Factor is in the spotlight.

The cosmetics brand has scored actress and producer, Priyanka Chopra Jonas for the role of global ambassador and creative collaborator, as WWD reported.

“From makeup 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,” Chopra Jonas told the publication.

Putting talent in front of brands is a key piece to modernising the company’s consumer cosmetics portfolio, said Coty chief brand officer, Stefano Curti. 

“Our intent is to inject the relevancy and modernity into the brand while retaining some of key success factors, like being the makeup of makeup artists,” he said.

“Priyanka [Chopra Jonas] is able to increase the general relevancy of the brand, which means increased penetration. She’s a global phenomenon with very big platforms.”

While Chopra Jonas will front campaigns, the brand is also evaluating other areas of the business she can bring her expertise to.

“She is getting involved at the language level, telling me what I should write down to the advertising,” said Curti.

“Her passion is to make sure we get the language, the insight, and the connection right with women. It’s the first time we’re using the title ‘global ambassador’ alongside ‘creative collaborator.'”