Carrie 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 Underwood (@carrieunderwood) January 21, 2014
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!