Underwood will represent the full range of Almay products, including the newest 2014 launches. As the face and voice of Almay, she will appear in global, multimedia campaigns spanning television, print, in-store, digital and social platforms. Underwood’s first campaign will break this week, highlighting her unique style and personality.
“Carrie embraces Almay’s approach to beauty and products. 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,” said Julia Goldin, global chief marketing officer, Revlon, Inc.
Exclusive behind-the-scenes content from Underwood’s campaigns will be available on Almay.com and Almay’s social media channels throughout Underwood’s partnership with Almay.