Sarah Hyland face of Calgon
Published 22/02/2013 | 13:30
Modern Family actress Sarah Hyland will front American beauty brand Calgon's new teenage bath and body-care line.
The Modern Family star will front the American beauty brand's new [Heart] Calgon range of products aimed at 16 to 21-year-old girls.
Sarah will promote four distinct new fragrances by embodying each scent's personality in a series of online videos.
The 22-year-old actress is looking forward to this aspect of the multimedia campaign the most.
“I love the concept of playing up different sides of my personality," Sarah told WWD. "So whether I’m walking the red carpet or going out for a night with friends, it’s fun to mix and match with my scents.”
In the hugely popular American TV series Modern Family, Sarah plays quintessential teenage daughter Haley Dunphy. Chief Executive Bob Bailey said Calgon believe Sarah will help attract a new generation of shoppers to the brand.
“[Our research has shown that teenage girl shoppers are] celebrity obsessed,” Bob explained. “Sarah embodies the attitude of [Heart] Calgon and its fun, bold approach to life, [she matched our concepts perfectly]."
Calgon's bath and beauty brand has been undergoing a revamp since 2010. The signing of a celebrity face to promote their new range is the latest initiative by the company to entice new shoppers to buy their products.
The [Heart] Calgon advertising campaign will launch in spring with the products hitting shelves in May this year.
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