Grande Cosmetics has named American actress Lucy Hale its first celebrity Brand Ambassador.
Hale, known for her roles in television drama Pretty Little Liars and romance-comedy film The Hating Game, is partnering with the beauty brand as it debuts its new ‘Little Rituals, Big Impact’ campaign.
The aim of the campaign is to celebrate “the belief that beauty comes from enhancing what is already yours”.
The ambassadorship builds on an organic relationship between Grande Cosmetics and Hale, who has used the brand’s hero sku, GrandeLASH-MD, for 15 years.
Grande Cosmetics specialises in serums and skin care-infused make-up for lashes, brows, lips and hair.
The partnership will see Hale promote the brand’s hero offerings, GrandeLASH-MD and GrandeBROW, across television advertisement, social media, digital, out-of-home (OHH) and in-store at retailer Sephora.
“What makes this partnership so special is that Lucy’s relationship with Grande Cosmetics began long before we ever partnered together,” said Alicia Grande, founder and CVO of Grande Cosmetics.
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“These were products she was already using, loving and trusting, which was important for us when choosing our first Brand Ambassador because Grande is all about showcasing real people with real results, and this routine is a genuine part of her life.
“For me, that authenticity is what makes ‘Little Rituals, Big Impact’ so meaningful.
“It reflects the belief that beauty does not have to be complicated to be impactful; sometimes, the small rituals we make time for every day can be the ones that make us feel most like ourselves.”
Hale added: “I love products like GrandeLASH-MD because they are such an easy little ritual that makes me feel good without feeling like I am trying to change anything about myself.
“The older I get, the more I am just like… this is me.
“I want to take care of what I have and enhance it, not chase some impossible idea of perfection.
“And honestly, my lashes go through it.
‘Between filming, mascara, false lashes, taking make-up on and off all day… they have seen some things.
“GrandeLASH-MD has become one of those things I can consistently do to help keep them looking and feeling healthy and strong.
“For me, beauty now is really about feeling good in my own skin and working with what I already have.
“A little enhancement? Absolutely. Becoming a completely different person? Not the goal.
“I am learning that taking care of yourself can be really simple. It is just about doing the things that make you feel good in your own skin.”
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