Demi Lovato’s future looks bright…
The 22-year-old part-Mexican American has been named the first-ever global beauty brand ambassador for N.Y.C. New York Color.
Coty Inc. selected Lovato for the new role because she’s not afraid to take risks when it comes to her beauty looks, which mirrors the brand’s mission to “deliver fashionable, innovative, yet budget friendly go-to beauty essentials inspired by the hottest trends from the New York fashion scene,” according to MarketWatch.
“We are thrilled to welcome the talented Demi Lovato into the N.Y.C. New York Color family,” said Johanna Businelli, Chief Marketing Officer, Color Cosmetics, Coty Inc. “Demi’s youthful, modern sensibility, audacious style and wide-reaching appeal make her the perfect choice to represent N.Y.C. New York Color on a global scale. Her impressive social influence will also help us to further engage with a new generation and Demi’s fans. Demi’s accessibility and willingness to play with color and fashion trends embodies the spirit of N.Y.C. New York Color.”
The “Really Don’t Care” singer will represent a full range of N.Y.C. New York Color products, including eye shadow, mascara, lip color, face powders and nail polish.
Lovato has shared her enthusiasm about her new role.
“I’m really excited to be partnering with N.Y.C. New York Color,” she said. “Their products make playing with different looks and trends fun, easy and affordable by all!”
N.Y.C. New York Color was launched in 1999 and helped redefine the U.S. budget cosmetics category.
Lovato will be featured in global marketing and social media campaigns starting in 2015.