Misty Copeland tapped as new face of Estée Lauder
“I definitely remind myself daily that every day is another opportunity to start again and to be better,” is the tagline on Estée Lauder’s latest Modern Muse fragrance campaign. The empowering sentiment comes from the mind of legendary ballerina Misty Copeland. Copeland is the first dancer to serve as spokesperson for the company, and – following former faces Arizona Muse and Kendall Jenner – the most resonant of the perfume.
For years now, Copeland’s influence has extended far beyond the stage. As the first woman of color to become principal dancer at the Ballet Theater, her inspiring tale has won the hearts of millions, as living proof of the American dream. While her story has been shared through books and films, worldwide, the cache of a global beauty campaign enhances the extraordinary nature of what she has achieved, and what is possible for her countless admirers looking in. Beauty contracts of this gravitas involve multi-year partnerships, massive campaigns, and global tours generally reserved exclusively for models, celebrities and social media influencers. In tapping Copeland however – a self-made icon, athlete, advocate, philanthropist, and person of color – the success of her campaign sets a new stage for beauty industry norms.
The idea behind the Estée’s “Modern Muse” is a woman who is “confident and independent, soft and strong, feminine yet dynamic. Stylish and original, she inspires everyone she meets—without saying a word.” Copeland couldn’t be a more fitting person, as a vision of strength, confidence and determination. In her accompanying campaign video and interview, she discusses the journey she’s created for herself, pushing boundaries of diversity along the way. Leading a ballet class of young women, she leaves an empowering message with the viewers, “I hope that my life inspires other women to change the world,” she says, “in their own way.” True to the perfume’s name, with her latest leap, Misty is a role model for generations of modern muses to come.