Chanel has launched a new online beauty community through an Instagram account called @welovecoco.
@welovecoco is designed to feature solely user-generated content that has been curated and reposted from Chanel beauty-loving Instagram users.
The account is an unexpected move from a prestigious luxury beauty house; but the move towards consumer content comes a month after the fashion house created an Instagram dedicated to Chanel beauty. The account – @chanel.beauty – was envisioned by Chanel global creative makeup and colour designer Lucia Pica. Pica explained to Vogue Italia that the account will be used to reveal new products; and be enriched with visual representations of the Chanel culture, the events of the fashion house or its all-round beauty news.
So far the account @welovecoco has featured makeup face charts, a video tutorial from artist and actress Loan Chabanol, and a bold emerald eye and red lip look created by Pica using their Naples-inspired summer collection.
If you’re inspired to get your selfies featured, the account's bio encourages users to “Show your love by tagging your posts with #welovecoco”.
