THE WHAT? Revlon has named actor and recording artist Sofia Carson as its newest Global Beauty Ambassador.
THE DETAILS Carson’s first campaigns will be for the brand’s ColorStay Foundation, Super Lustrous Lipstick and ColorStay Eyeliner and will debut in spring 2020.
“Since I can remember, one of my favorite places in the world was my mom’s vanity, where I discovered my love of fashion, beauty and the perfect red Revlon lipstick. I wore it at my very first dance recital and every recital, performance and dance competition after that. I felt invincible on stage in my red lipstick, like I could do and be anything,” said Sofia Carson. “I’m so proud to join the other incredible Revlon ambassadors who inspire me and countless women around the world. Revlon’s Live Boldly platform speaks to the woman I was raised to be; a woman who is fearlessly herself, and who boldly fights for her dreams.”
“I have watched Sofia evolve into a passionate, dynamic woman with a sparkling personality and infectious positive energy that touches everything she does from her acting and music projects to her commitment to charitable causes,” added Silvia Galfo, Revlon Global Brand President, “She’s the embodiment of our Live Boldly spirit.
THE WHY? Carson’s campaign will be joined by ‘several new launches’ the brand is yet to announce, suggesting its not afraid to spend on marketing and NPD in a bid to boost sales.