Almay announced today its partnership with actress, screenwriter and producer, Rashida Jones, in the newly created role of Almay Insider. The announcement comes shortly after the brand revealed its “Reveal the True You” campaign, a movement that encourages self-expression and celebrates individual beauty.
As the Almay Insider, Jones will star in a series of informative and entertaining digital videos showcasing her comedic talents as she takes on the persona of an Almay Mega Influencer. Jones took the lead in writing the content, which begins airing on Almay’s social channels today.
“I feel honored that Almay trusted me to help bring their ‘Reveal the True You’ campaign to life,” commented Rashida Jones, Almay Insider. “The message of this campaign is something so simple, yet not often said: You are beautiful just the way you are. There is so much pressure to portray an idyllic life, especially through social media, and honestly, does anyone really have the picture-perfect Matcha Latte every day? It was this thought that sparked the idea of showing what my life as an influencer would really be like, behind the curtain, imperfectly perfect. I am very excited to share my experience as an Almay Mega Influencer with the brand’s fans and followers.”
Earlier this summer, Almay unveiled the “Reveal the True You” positioning through a whole new look, including a new logo, brand imagery and more diverse faces to represent the brand. The brand also made a commitment to be more inclusive of the beauty consumer, expanding product offerings and shade ranges through early next year.
The phased roll-out was officially kicked-off with a docu-style social video series featuring four, remarkable influencer partners. This series, which lives on the brand’s Instagram and Facebook pages, stars Chachi Gonzales (@chachigonzales), Wendy Nguyen (@wendyslookbook), Nadia Aboulhosn (@nadiaaboulhosn) and Nikia Phoenix (@nikiaphoenix), each sharing stories of what beauty means to them, and encouraging others to do the same. It is Almay’s hope that this will inspire their fans to redefine the term beautiful in their own image, embracing every quirk and celebrating their distinct look – a look true to only themselves.
“Our new Almay campaign seeks to widen what “beautiful” means, and drive conversation around individual beauty,” said Antonette Bivona, Marketing Director at Almay. “Almay believes makeup should be used to flaunt your unique personality, not hide who you are. We want to empower Almay fans to express what beauty means to them, and provide them the products that help them do so.”
Almay will continue to roll-out the refreshed look and more personalized voice globally through early 2018. The brand will unveil new packaging, advertising, in-store displays and an exciting product portfolio which will include expanded shade ranges. Jones’ content can be seen on Almay’s social channels: Instagram, Facebook, Twitter and YouTube. Visit www.almay.com for more information on “Reveal the True You” and Almay products.
Since 1931, Almay has provided good for you beauty products with all skin types in mind. Inspired by his wife, Fanny May, Almay chemist and founder Alfred Woititz created the first hypoallergenic, fragrance-free brand to help all women look and feel their best. He named it Almay – the perfect combination of Al+May. The innovation and vision that launched the brand then is still true today: part science, part self-expression. Almay was made with you in mind.