Estée Lauder taps Copeland for Modern Muse fragrance campaign
NEW YORK — Estée Lauder on Monday named American Ballet Theatre principal ballerina Misty Copeland the new spokesmodel for its Modern Muse fragrance. She will be the face of the fragrance’s campaign, which debuts in August, across digital, TV, in-store and print channels.
"When Estée Lauder launched the Modern Muse fragrance in 2013, we embraced the idea of women as muses, living life on their own terms, achieving great things and inspiring everyone around them," Estée Lauder global brand president Stephane de La Faverie said. "Misty has challenged the status quo to achieve her dreams and inspired so many young women along the way. Misty will bring the fragrance concept to life through her unique story.”
Estée Lauder’s in-house creative team and Spring Studios and director/photographer Pamela Hanson produced the campaign, which will feature storytelling around the theme “What inspires you?” Copeland is featured teaching and inspiring young ballerinas.
"I am so honored to represent Estée Lauder Modern Muse,” Copeland said. "My two passions are dance and giving back, and I love passing on knowledge to the next generation. I also have a strong connection to the scents I wear when I perform. The Modern Muse campaign is the perfect way to see another side of my story."