Estée Lauder announced Misty Copeland, principal ballerina at American Ballet Theatre, as the new global spokesmodel for the brand's Modern Muse fragrance. Misty will front the new Modern Muse fragrance campaign across digital, TV, in-store and print, debuting August 2017.
"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," said Stephane de La Faverie, Global Brand President, Estée Lauder. "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."
"Misty is the perfect representation of today's modern muse," said Aerin Lauder, Style and Image Director, Estée Lauder. "She is all about feminine strength, power, dedication and passion, and you see that in what she does every day, whether she is performing or inspiring the next generation of dancers. I think she is a wonderful role model and I am thrilled to welcome her to the Estée Lauder brand."
"I am so honored to represent Estée Lauder Modern Muse," said Misty Copeland. "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."
The Modern Muse campaign was produced by Estée Lauder's in-house Creative team in collaboration with Spring Studios and director and photographer Pamela Hanson. The campaign includes extensive storytelling around the theme, "What inspires you?" to personalize the Modern Muse concept to Misty, and engage women in conversation across digital and social platforms using the hashtag #BeAnInspiration. Misty is featured in the campaign teaching and inspiring young ballerinas and talking about the importance of connecting with the next generation.