After being named Lancôme’s newest global ambassador earlier this year, Zendaya is now starring in the beauty brand's Idôle fragrance campaign.
The campaign marks the first TV commercial for the singer and actress, which is aiming to target a younger demographic.
“I feel like scents are immediately attached to emotions and are immediately attached to memories,” Zendaya told WWD. “I don’t know what fragrance my grandmother wears, but I can smell it anywhere. If I smelled somebody with my grandma’s perfume I’d be like, ‘That’s my grandmother’s perfume. You smell like my grandma.’ But in a good way, because that’s the smell I’ve grown up with and it feels like home for me.”
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