N.Y.C. Color has tapped its first famous face: Demi Lovato.
The X Factor judge will appear on newsstands, in-store displays, and across the web starting in the first quarter of 2015 in a campaign shot by Kenneth Cappello, who recently shot Iggy Azalea’s Cosmo cover. N.Y.C. Color commended the songstress for being open with her 24.6 million fans on Twitter and beyond. “She’s more than just a pretty face,” Johanna Businelli, chief marketing officer, color cosmetics, for Coty told Women’s Wear Daily. “She encourages dreaming and aspiration, but she’s still very approachable.”
Lovato couldn’t wait to wait to get her hands on the budget friendly beauty buys. “I’m really excited to be partnering with N.Y.C. New York Color,” she said. “Their products make playing with different looks and trends fun, easy and affordable by all!”