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Flirt has signed “Glee” star Heather Morris as its Flirt ambassador.
This story first appeared in the December 16, 2010 issue of WWD. Subscribe Today.
Morris, who plays cheerleader Brittany Pierce on the popular Fox TV sitcom, will hold the ambassador spot through next fall.
The strategy, originated in 2004, is intended to match up-and-coming stars with the brand, which is owned by the Estée Lauder Cos. Inc.’s BeautyBank division. Past ambassadors have included Michelle Branch, Mila Kunis, Serena Williams and Vanessa Minnillo.
According to Morris, the partnership works on many levels. “Brittany is the biggest flirt on “Glee,” so there’s that — not to mention I’m obsessed with the Flirt makeup,” she said, naming a lip color named Tootsie as her favorite.
“Heather is a perfect fit for the Flirt brand,” said Julie Howard, senior vice president of global marketing and brand development for BeautyBank. “She’s fun, playful, young and talented.”
Morris’ first duties will be to promote All That Lash, a new mascara the brand will launch in February, and Luv-a-Licious, a scent that is set for an April launch. Morris will do in-store appearances and host an online contest to find a performer to appear in an online viral video for the brand. The contest will go live in February with the launch of All That Lash, and a winner will be announced in April to coincide with the launch of Luv-a-Licious.