from what i can recall, Lancome lead this type of biz model and Burberry merely followed suit-- go after the younger generation by getting classy celebrities of the same age. These brands used to be known as "your Mom's/ Grandma's labels", but its obvious that they've switched gears. Emma is the second young celebrity Lancome signed btw, the first being the Youtube beauty guru Michelle Phan who is also about Emma's age.