This research aims to evaluate perception of young customers in Can Tho City, Vietnam on characteristics of current situation of L’Oréal brand ambassadors. In this study, young people are those aged 18 to 29 years old. A total of 325 young customers were surveyed through structure questionnaire about their perception of characteristics of the current L’Oréal brand ambassador, Kendall Jenner. In this study, characteristics of brand ambassador include four dimensions- (1) Trustworthiness, (2) Expertise, (3) Attractiveness, and (4) Congruency between brand ambassador and product. The study has revealed that young customers in Can Tho city have quite high evaluation on all four characteristics of the current L’Oréal brand ambassador. Specifically, they perceive that Kendall Jenner has very high level of attractiveness. However, from the consumer's perspective, there is skepticism about whether the brand ambassador uses the products they represent. This somehow shows that customers often value not only the expertise of the brand ambassador but also the authenticity of their product usage. This study, therefore, provide significant meaningful managerial implications for cosmetic brands, including L’Oréal.