Carrie Underwood-2014-Almay-1Carrie Underwood announced a new commercial partnership this morning, as she has been named Global Brand Ambassador for cosmetics company Almay. She will appear in televised, print, in-store, digital, and social media campaigns for the brand all over the world. Check out the press release, plus some early sneak peeks at Carrie’s Almay photo shoots!

UPDATE: Check out a new Carrie/Almay TV ad:

Almay Names Carrie Underwood as a Global Brand Ambassador

Magnifying the Brand’s Positive Beauty Message with her Relatability

Revlon, Inc. (NYSE:REV) announced today that Carrie Underwood is joining Almay as a Global Brand Ambassador. Multi-platinum recording artist and performer Underwood is one of the biggest names in the entertainment industry with 18 #1 hit singles, six Grammys and countless award wins. However, she is known as much for her values and accessibility as she is for her accomplishments. Like Almay, she believes in enhancing women’s natural beauty and appreciates that all of the products are made with the highest quality standards making them suitable for women with sensitive skin and eyes.

Underwood will represent the full range of Almay products, including the newest 2014 launches. As the face and voice of Almay, she will appear in global, multimedia campaigns spanning television, print, in-store, digital and social platforms. Underwood’s first campaign will break this week, highlighting her unique style and personality.

“Carrie embraces Almay’s approach to beauty and products. Despite her enormous success, she is still a real girl from Oklahoma at the core and a self-professed makeup junkie who likes to try out new makeup looks in her spare time. Almay makes it easy to play with makeup and helps women look their most beautiful which is why we could not be more excited for her to join the brand,” said Julia Goldin, Global Chief Marketing Officer, Revlon, Inc.

Underwood stated, “Honestly, I could never be associated with a Company I didn’t believe in. I love Almay’s positive approach to beauty because it’s so important to celebrate our natural beauty and enhance what makes us unique. I’m also really impressed by their products, which I use in my daily life and when I’m working. There’s really something for everyone and every occasion — whether you want to get that perfect ‘no-makeup makeup look’ or create a fun, amped up ‘date-night’ smoky eye.”

Exclusive behind-the-scenes content from Underwood’s campaigns will be available on Almay.com and Almay’s social media channels throughout Underwood’s partnership with Almay.

Almay says on its blurb on safety testing that it does not conduct animal testing and has not for over 20 years, an issue that, based on her history, Carrie likely sought assurances on before partnering with the company. Carrie is also currently promoting a line of Nicole by O.P.I. nail polish lacquers inspired by her, and she has an ongoing partnership with Vitaminwater.

Carrie confirmed the partnership via Twitter this morning:

 

Carrie also told People

“I believe that every woman is amazing and unique in her own way. So to me, the role of a makeup brand should be to inspire and help women enhance themselves and have fun with makeup, not transform them into something they’re not.”

Almay has a page up for Carrie on its website. You can also check out a collection of behind the scenes pictures from Carrie’s Almay photo shoots here. Carrie looks lovely as always!

 
  • mtthew

    She looks beautiful in those pictures! I really respect her advocacy for animal safety and well-being.

  • Pat H

    Wow!! A new endorsement! $$$$$$

  • mad1son

    “Almay says on its blurb on safety testing that it does not conduct animal testing and has not for over 20 years, an issue that, based on her history, Carrie likely sought assurances on before partnering with the company.”

    Perhaps, since she does seem to care a lot about animal welfare. But considering she endorses colored sugar-water as a health drink, I think her principles are at least a little wobbly.

  • iluvai

    She’s beautiful.

  • Mary Nieciecka

    Carrie must not have done her homework because Almay pays to test in foreign markets.

    Almay does not conduct animal testing and has not done so for over 20
    years. We comprehensively test all of our products using the most
    technologically advanced methods available to ensure they are both
    innovative and safe to use. We believe that women should have the
    opportunity to express themselves through makeup, so we sell our
    products in many markets around the world and as such, are subject to
    local rules and regulations. Regulatory authorities in a few countries
    conduct independent testing in order to satisfy their own mandatory
    registration requirements. Almay complies with all regulations in the
    countries in which our products are sold, and supports the advancement
    of non-animal testing alternatives and methodologies in our industry.

    A nice way to say we don’t test here but we will test if is dictated by other countries because women need to wear makeup.

    Carrie sold out when she could have made a difference by turning them down publicly. She could have used her voice and she chose to make a buck. So sad.