Aishwarya Rai Bachchan is to appear in a new L’Oreal ad with Academy Award winning actress, Kate Winslet. This is the first time that Aishwarya will be sharing the stage in her long contract with L’Oreal. However, the actress says she has always admired the work of Kate Winslet and looks forward to working with her.
The ad will be shot in Italy over two days by a renowned director. A source close to the Bollywood star said, “Aishwarya is very excited to meet Kate and moreover shoot with her for the ad.”
This is the first sign of a shift away from the usual image of Aishwarya as brand ambassador and might signal the start of L’Oreal plans to move Aishwarya to the over 30s market. This move came after Aishwarya refused to endorse a skin lightening cream for L’Oreal. The beauty company offered the part of brand ambassador to Sonam Kapoor instead. It is possible that L’Oreal were already planning on representing Aishwarya to the older market.
Aishwarya’s time with L’Oreal marked the beginning of the beauty giants forays into the Indian subcontinent. The rise of the Asian economy opened up a new market of consumers in India. Previously Lakme had been the only choice for Indian women. Those who wanted a variety had to rely on expensive imports. Since then Channel, Mac, Revlon, and Bourjois are all stocked in Indian boutiques. L’Oreal was the first of these companies to venture into the Indian market and accepting Aishwarya onto its dream team was a good move.
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