Estée Lauder has announced Ballerina Misty Copeland as the new face for its best-selling Modern Muse fragrance. 

Copeland, who is Principal Ballerina at American Ballet Theatre, will front the fragrance campaign across digital, TV, in-store and in print from this month.

“When Estée Lauder launched the Modern Muse fragrance in 2013, we embraced the idea of women as muses, living life on their own terms, achieving great things and inspiring everyone around them,” said Stephane de La Faverie, Global Brand President, Estée Lauder. “Misty has challenged the status quo to achieve her dreams and inspired so many young women along the way. Misty will bring the fragrance concept to life through her unique story.”

“Copeland is the epitome of grace and all that inspires,” the company said in an announcement on its website. “She’s spent her life breaking down barriers, particularly as it relates to the notoriously tough world of ballet.”

 

Copeland will be the face for the fragrance Modern Muse, for which the Estée Lauder announcement seemed to indicate in its announcement that Copeland is perfect: “She uses her remarkable athleticism to her advantage, striking a noteworthy balance of feminine strength. In essence, she is the living embodiment of Modern Muse.”