Beauty companies that have never advertised before, especially the smaller brands, many of which are now owned by larger beauty giants – are now stepping it up and making their presence known, in a major way. 

Demi Lovato has signed on to be N.Y.C. Color’s first-ever global brand ambassador.

Lovato is a multi-platinum recording artist and actress, who just kicked off a World Tour. She will be featured in global marketing and social media campaigns to support N.Y.C. New York Color cosmetics and nail enamel lines.

Johanna Businelli, chief marketing officer, Color Cosmetics, Coty Inc. – which owns N.Y.C. New York Color, commented:

“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.”

Expect to see the first ads appear by 2015. Exclusive behind-the-scenes content from Lovato’s campaigns will be available on NewYorkColor.com and N.Y.C. New York Color’s social media channels.

Another beauty brand that is welcoming its first spokesperson, ever, is OLAY – which has signed KATIE HOLMES. 

And, WET N WILD HAS LAUNCHED ITS FIRST-EVER AD CAMPAIGN.