Lash and brow serum brand Grande Cosmetics has appointed Lucy Hale as its first-ever brand ambassador.
The partnership includes a major marketing campaign, “Little Rituals, Big Impact,” which aims to highlight the message that beauty comes from enhancing natural features.
The actress is best known for her role as Aria Montgomery in Pretty Little Liars, and the business aims to leverage her cultural relevance and established fan base.
This partnership builds on Hale’s existing relationship with the Grande Lash business, which she has been using for years, according to the company.
As part of the marketing campaign, Hale will be featured alongside the brand’s main offerings, Grande Lash and Grande Brow.
The advertisement launches on 28 September with a national TV commercial and a rollout across digital, social, out-of-home, and in-store at Sephora.
Alicia Grande, founder and CVO of Grande Cosmetics said: “What makes this partnership so special is that Lucy’s relationship with Grande Cosmetics began long before we ever partnered together.
“These were products she was already using, loving, and trusting, which was important for us when choosing our first brand ambassador because Grande is all about showcasing real people with real results, and this routine is a genuine part of her life.
“For me, that authenticity is what makes ‘Little Rituals, Big Impact’ so meaningful.”
The brand was founded nearly two decades ago and has established itself as a beauty company that enhances rather than changing natural features.
According to the business, the formula is backed by extensive third-party research, which reinforces Grande’s commitment to results-focused beauty initiatives.
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