Coty Inc.-owned budget color cosmetics line N.Y.C. New York Color is doing something it’s never done before: hiring a celebrity face.
Its choice? Actress and singer Demi Lovato.
Lovato will represent the full range of New York Color products, including products for the eyes, lips, face and nails. She will be featured in global multimedia campaigns, including print, digital, in-store and social-media platforms.
“For a budget brand, hiring a celebrity face is an unusual step,” conceded 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.”
Businelli added that the timing is preceding a large global push for the brand. Most of the brand’s stockkeeping units are priced at less than $5 apiece, making it an attractive line for global distribution, especially in developing countries.
Lovato was chosen, said Businelli, “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.” At press time, Lovato had more than 24.6 million followers on Twitter.
The first ads featuring Lovato are scheduled to break in the first quarter of 2015, said Businelli. Kenneth Cappello shot the campaign.
“I’m really excited to be partnering with N.Y.C. New York Color,” said Lovato. “Their products make playing with different looks and trends fun, easy and affordable by all!”