Maybelline New York is welcoming a new spokesmodel, Charlotte Free, who will promote the brand’s product with her iconic extravagant touch. To announce the partnership, the brand has launched a bizarre spot staring the newcomer and Patrick Pope, P’Trique of viral videos ‘Sh*t Fashion Girls Say’ on Maybelline New York’s official channel on YouTube. Titled ‘#TopChicret —Announcing Charlotte Free as New Face of #1 Cosmetic Brand in the World,’ it is telling the good news in a humorous and light-hearted manner, mimicking the way the information spreads in the chick gals world.
In the beginning of the 2:40 spot, the pink-haired girl calls P’Trique and tells him (or her?) about her partnership with the cosmetics brand—the news is top-secret, but he just can’t button his lip and soon the whole city knows about the collaboration. The new spot is also featuring a bunch of fashion celebrities, including Real Housewives of New York’s actress Jill Zarin, fashion designers Betsey Johnson and Chrissie Miller, fashion writer and editor Derek Blasberg, photographer Phil Oh, style editor John Januzzi and many more. In the end of the video, the ‘top-secret’ news is displayed with the LED running letters in the heart of the city, saying that the information is confirmed P’Trique—this very moment Charlotte Free on his phone, and she is really furious.
Commenting on this collaboration, Charlotte Free, who have been recently featured in the Forever 21 spring/summer 2012 campaign ‘Love is Free,’ told WWD that “It’s an honour to represent this truly iconic brand and a dream come true.” “Charlotte is the new generation of beauty,» shared Damien Bertrand, global brand president of Maybelline New York. «Her great energy and her unconventional style make her unique. Spontaneous, confident and daring, Charlotte is the perfect representative of the Maybelline New York woman.»