Color cosmetics giant Rimmel London has appointed British supermodel Cara Delevingne as its newest brand ambassador who will star in a range of advertising campaigns for the brand.

Delevingne follows in the footsteps of her supermodel colleague Kate Moss in promoting the brand and with 36 million followers on social media, will no doubt tap into a captive audience for the youth driven color cosmetics label.

The company is innovating with its announcement of the partnership, utilizing the social media platform of Snapchat and conducting a Global Snapchat Press Conference. This allows consumers and Delevingne fans to ask the young model questions who will answer them live on Snapchat today. Questions should be directed to #RimmelxCara.

Johanna Bussinelli, Chief Marketing Officer of Color Cosmetics at Coty, says: “Cara Delevingne is the perfect embodiment of the trend-setting Rimmel brand and its edgy, streetwise personality. With her bold, modern look, fierce fashion sense and confident stance that true beauty comes from within, Cara is globally admired for her individuality and self-expression. She will be a powerful addition to the brand, inspiring a new generation of women and showcasing a different facet of the eclectic London look.”