Emilia Clarke Is Clinique’s First Global Brand Ambassador

Clinique is playing the “Game of Thrones.” Over the course of its 50-year history, the company has abstained from celebrity ambassadors, opting to instead let its products speak for themselves. But, as global brand president Jane Lauder noted in a recent meeting at Clinique’s offices, “authority has been changing and people want authentic stories.” Today, Clinique names Emilia Clarke its first global brand ambassador. The British actress, best known for her role as Daenerys Targaryen on “Game of Thrones,” will promote Clinique’s custom-fit hydrating system, Clinique iD. When it launched two years ago, Clinique iD was said to be the brand’s biggest launch since Even Better Clinical, with industry sources estimating Clinique iD would do more than $200 million globally in its first year at retail. Clarke was first introduced to Clinique by her mother, Lauder said. That tidbit was important to Clinique, as the brand wanted someone who was a longtime user — so much so, it sent a consultant to Clarke’s house prior to signing her. Clarke’s outspoken personality and social media presence — she has 26.9 million Instagram followers — were just the icing on the cake. “We didn’t go with a model, we went with somebody with a human personality,”

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