Priyanka Chopra Jonas will lead the Max Factor revamp

·2-min read
Photo credit: Antony Jones
Photo credit: Antony Jones

With lockdowns easing, the end may well be in sight for the global make-up industry slump, and Coty is ready to return with a bang.

Following the appointment of Adwoa Aboah as Rimmel’s new ‘global activist’, the cosmetics conglomerate has today announced that Priyanka Chopra Jonas is joining the fold as global ambassador and creative collaborator of Max Factor.

“From make-up 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 WWD via email.

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Of course, the central point of Chopra Jonas’ new role will be to front the brand’s campaigns, but as the company’s first ‘creative collaborator’, Coty is banking on the star bringing more to the table than a traditional ‘face’ would once have done.

“She is getting involved at the language level, telling me what I should write down to the advertising,” said Stefano Curti, chief brand officer of Coty, to WWD. “Her passion is to make sure we get the language, the insight, and the connection right with women."

This major new role isn’t the only beauty move keeping Chopra Jonas busy right now: she’s also managing the launch of her own line, Anomaly Haircare, which is designed to be accessible and crafted with sustainability at the forefront. “I'm not someone who's a professional with haircare, I let the professionals do that, but this is everyday haircare that will give you the best feeling,” Chopra Jonas told

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