Collection Cosmetics has partnered with OG YouTube sensation Zoe Sugg on a nostalgic-style campaign to promote its new Lasting Perfection Ultra Cover Concealer.
The influencer, who used to go by the online name Zoella, has more than five million YouTube subscribers and has been a fan of the brand’s hero Lasting Perfection Concealer since 2013.
Collection Cosmetics has now extended its Lasting Perfection franchise with Ultra Cover Concealer, which is said to be 50% bigger in size and feature a larger XL doe-foot applicator.
The make-up company said Sugg’s ten-year loyalty to their brand, and “the trust she has built with her online audience”, made her the perfect partner for the launch.
In the sponsored vlog (see below), Sugg shares a montage of herself using Collection Cosmetics original concealer on her channel over the past decade to show she is a true fan.
The YouTube sensation then goes on to explain why consumers should be excited for the franchise’s latest extension.
“This collaboration is the perfect example of authenticity and trust,” Angharad Griffith, Marketing & Communications Manager at Collection Cosmetics, told Cosmetics Business.
“Zoe has always shared products she loves and we are honoured to have been part of her beauty routine for so long.
“And, being a long-time advocate of Lasting Perfection, it made sense to bring her back to celebrate the latest innovation in the range.
‘This collaboration feels
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