Viola Davis has been selected as the new spokeswoman for L’Oreal Paris.
Executives at the French cosmetics giant announced on Tuesday that the Academy Award-winning actress is joining the company as a brand ambassador, with her gig as the face of Age Perfect products to mark one of her first beauty campaigns.
“As a young girl, I wasn’t always told that I was smart, beautiful, or worthy. I worked tremendously hard to get where I am today – overcoming feelings of doubt to become a woman who truly believes I am ‘worth it’ in every way,” the 54-year-old said in a statement. “I believe it’s so important to build confidence in women from a young age, and to role model diverse perspectives of beauty. To now be part of a brand that has been championing women’s worth for more than 40 years and to use my voice to help empower others is truly surreal.”
In the role, Viola joins a roster of diverse spokespeople including Celine Dion, Helen Mirren, Eva Longoria, Elle Fanning, Aja Naomi King, Nikolaj Coster-Waldau, and Camila Cabello, among others.
The Fences star will appear in TV, print, and digital advertising campaigns for Age Perfect beginning later this month.
Delphine Viguier-Hovasse, global brand president of L’Oreal Paris, commented that Viola’s appointment builds on the company’s mission to reflect the diversity of the modern world, as well as promote inclusivity, self-worth, and empowerment.
“We are thrilled to welcome Viola as a member of our family. Viola’s tenacity, authenticity, and bold spirit resonate with and inspire so many people,” she praised. “She challenges the status quo in all aspects of life and her drive to succeed has proven itself time after time – she leads by example and is the perfect conduit to elevate our core message, ‘Because I’m Worth It.'”
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