Kullenberg said Biotherm selected Meester as its global brand ambassador because she “is very much in line with our values as a more natural brand.” Meester will first appear in the brand’s campaigns for face-care products, including Aquasource, starting early in 2014.
“She has this glow about her,” Kullenberg said. “We wanted to have one person who was legitimate with our desire to recruit younger customers to the brand. We wanted to move away from just models to people who have real stories and something to say — more texture and more depth to them.”</b>
The executive added: “One of the ways we see of recruiting new customers to the brand is to be a brand that speaks to post-Eighties and post-Nineties consumers.”
Whether calculated or not, the selection of Meester is also strategic for China. The actress is overwhelmingly popular among young women here, primarily for her role as Blair Waldorf in “Gossip Girl.” During the Harry Winston event in 2012, so many fans showed up to see the actress that police threatened to shut it down.
Meester said during an interview on Thursday afternoon in the Waldorf Astoria on the Bund that she was not aware of her popularity in China, mainly because she has been unable to talk to Chinese on Twitter, which is banned on the Mainland. “I have never spoken to people over Twitter from China,” she said. “I get to speak to someone in Argentina or Israel, but I never speak to people from here. It is insular. It is really interesting. It is actually kind of nutty, but we won’t talk about that.” [lol]
As for her experience as a brand ambassador, Meester said it starkly contrasts with her work as an actress. “It is so opposite of what I am used to,” she said. “It is more technical, whereas I am very emotional and there is really not a lot of room for that. But it is fun. I get to travel, meet new people and be personal with people, and the fact that I actually like the brand is really wonderful.”
Rest of the article at the source.