Belfast Telegraph

Demi Lovato face of cosmetics company

Demi Lovato is "really excited" to front a new campaign for make-up brand N.Y.C. New York Color.

The pretty singer is the first ever famous face recruited by the affordable cosmetics company and will be showcasing the full range of make-up on offer including eye, lip, face and nail products.

Demi is well known for experimenting with colour as she often rocks bright make-up and has even experimented with blue hair dye.

"I’m really excited to be partnering with N.Y.C. New York Color,” Demi smiled to WWD. “Their products make playing with different looks and trends fun, easy and affordable by all!”

The brand is owned by cosmetics giant Coty Inc. and the decision to offer Demi the job was a no brainer for the brand.

Demi's campaign is slated for the first quarter of 2015. She was captured by Kenneth Cappello for the ad.

“For a budget brand, hiring a celebrity face is an unusual step,” said Johanna Businelli, chief marketing officer, color cosmetics, for Coty. “But this part of the beauty market is quite cluttered, and this will help us break through the clutter. N.Y.C. New York Color is a strategic pillar in our portfolio, and not only will this boost brand awareness globally, it gives our young customer base an emotional connection with the brand.”

Demi, 22, will be featured across all different types of media, with the campaign being rolled out worldwide on print, digital and social media platforms.

The campaign coincides with N.Y.C. New York Color's global push, and with many products priced at under $5 it's the ideal brand to sell in developing countries.

"[Demi was chosen] because she’s more than just a pretty face. She encourages dreaming and aspiration, but she’s still very approachable. We’re also going to be able to leverage her huge social-media following, especially on Twitter," Johanna added.

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