The difference between a brand ambassador and a spokesmodel in the cosmetics business can be a bit confusing and some people do use the terms interchangeably, but they are actually two very different roles. Just to confuse matters further, there is a saying in some circles that says that all spokesmodels are brand ambassadors, but not all brand ambassadors are spokesmodels.
Cosmetic line spokesmodel or makeup brand ambassador, both roles are vital to the success of a makeup brand and both can make or break a marketing campaign because, when a top cosmetics company chooses a new face for their makeup products, the face that they choose becomes the public image of the product. To clear up some of the confusion, here are the main differences between the two roles.
The most common definition of a brand ambassador is somebody that who is hired to create a positive image of brand to increase brand awareness and improve sales. A brand ambassador will be someone who is completely immersed in the brand’s image and who knows the brand’s products inside out. Today, a person in this role is usually someone who has an established online presence and who is prepared to utilise that online presence to promote the brand.
A makeup brand ambassador will have shared values with the image of the company, become the face of the makeup brand and have a good knowledge of the makeup line of that company as well as other beauty products that the company may sell under the same brand name.
In this role, a person becomes very closely linked to the product they are promoting and will be willing and able to make personal recommendations to their followers. Of course, this close-knit relationship between an ambassador and the brand can backfire sometimes, if the chosen ambassador does something that negatively reflects on the image that the company is attempting to portray.
The role of a spokesmodel, whether it is for a French cosmetics giant or a lesser known makeup brand, is a combination of model, being the face of the makeup brand and, to a lesser extent, being an ambassador for the cosmetics company
These days, many cosmetics brands look for their next spokesmodel to be a person who already has had some public exposure, such as a singer or a model.
In the world of top cosmetics brands, a spokesmodel might be called upon to model the makeup, give tutorials on how to apply the makeup, appear in advertisements and in videos, make personal appearances and be a spokesperson and advocate for the cosmetics. They need, therefore, to be comfortable with modelling, having their photograph taken, and be comfortable being in the limelight, as they may be asked to speak at public events to reinforce the connection between the face and the product.
Some of the more famous spokesmodels for cosmetics products have included; Cindy Crawford for Revlon, Jacklyn Smith for Max Factor and, more recently, Georgia May Jagger for Rimmel London, but the term can also be applied to models who are not yet major celebrities in their own right but who have been chosen to become the next face of a top cosmetics brand.