Lancôme is about to enjoy a boost in Internet popularity. On Tuesday, the L'Oreal-owned beauty brand announced that it has appointed Lisa Eldridge as its new makeup creative director, the British makeup artist who spent a decade from 2003 to 2013 as the creative director of Boots No7.
Outside of being a big-time editorial and celebrity makeup artist — her clients include Keira Knightley and Kate Winslet — Eldridge runs a popular YouTube channel filled with awesome (and addictive) makeup tutorials. We'd expect that Lancôme will encourage Eldridge to keep on putting out her own videos and/or produce a series for its channel; the brand was quick to recognize the power of beauty vloggers when makeup tutorials were just gaining speed, and promptly recruited Michelle Phan to create videos for its site and begin using Lancôme's products in her own. There's no way it's not going to leverage Eldridge's status as a fan favorite in a similar way.
A rep for Lancôme didn't immediately respond to request for comment on when Eldridge will start in her new role, or whether she'll be working backstage at fashion week in February. We certainly hope so.
Update: A previous version of this article noted that Eldridge is the creative director of Lancôme. Her title is makeup creative director.