It's a big day for Almay: the company has just announced Carrie Underwood's new place as Global Brand Ambassador, which goes hand in hand with their new buzzword: "relatability."
"Carrie embraces Almay's approach to beauty and products," said Julia Goldin, Global Chief Marketing Officer, Revlon Inc. "Despite her enormous success, she is still a real girl from Oklahoma at the core and a self-professed makeup junkie who likes to try out new makeup looks in her spare time. Almay makes it easy to play with makeup and helps women look their most beautiful which is why we could not be more excited for her to join the brand."
Underwood will represent the full Almay range, and will also appear in global multimedia campaigns, with her first one launching this week (which will focus on her style and personality).
"Honestly, I could never be associated with a company I didn't believe in," announced the singer. "I love Almay's positive approach to beauty because it's so important to celebrate our natural beauty and enhance what makes us unique. I'm also really impressed by their products, which I use in my daily life and when I'm working. There's really something for everyone and every occasion — whether you want to get that perfect 'no-makeup makeup look' or create a fun, amped-up 'date-night' smokey eye.'"
You can also check out behind-the-scenes extras of Underwood's commercials on Almay's official site, and gear up for the release of the brand's 2014 product line — of which Carrie will also be the spokesperson for.
Here's to relatability and campaigns championing realness!