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26th Sep 2014

Demi Lovato Lands a New Deal – And It’s a Beautiful Gig!

The stunning 22-year-old will be the new face of one of our favourite budget ranges.

Coty Inc. has announced that multi-platinum selling recording artist and actress Demi Lovato is joining N.Y.C. New York Color as its first-ever Global Brand Ambassador.

Demi, who served as a judge for two season of the US X Factor, will be featured in global marketing and social media campaigns to support N.Y.C. New York Color cosmetics and nail enamel lines.

Lovato, who just kicked off her World Tour, will appear in her first N.Y.C. New York Color advertising campaign at the start of 2015.

“We are thrilled to welcome the talented Demi Lovato into the N.Y.C. New York Color family,” comments Johanna Businelli, Chief Marketing Officer, Color Cosmetics, Coty Inc. “Demi’s youthful, modern sensibility, audacious style and wide-reaching appeal make her the perfect choice to represent N.Y.C. New York Color on a global scale. Her impressive social influence will also help us to further engage with a new generation and Demi’s fans.  Demi’s accessibility and willingness to play with color and fashion trends embodies the spirit of N.Y.C. New York Color.”

“I’m really excited to be partnering with N.Y.C. New York Color,” says Demi Lovato. “Their products make playing with different looks and trends fun, easy and affordable by all!”

Lovato will represent the full range of N.Y.C. New York Color products, including eye shadow, mascara, lip color, face powders and nail polish. As the face of N.Y.C. New York Color, Demi Lovato will be featured in global multimedia campaigns including print, digital, in-store and social media platforms. Exclusive behind-the-scenes content from Lovato’s campaigns will be available on and N.Y.C. New York Color’s social media channels.