Grande Cosmetics Names Lucy Hale First Brand Ambassador
Grande Cosmetics has named Lucy Hale, a customer since 2010, its first brand ambassador. The 'Pretty Little Liars' star fronts the campaign 'Little Rituals, Big Impact' amid a leadership shift.
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The takeaway
- Grande Cosmetics named Lucy Hale its first brand ambassador, launching the campaign 'Little Rituals, Big Impact.'
- Hale has used the brand since 2010; its Lash and Brow Enhancing Serums contain radish root ferment and vitamin E.
- Founder Alicia Grande moved from CEO to chief vision officer months ago; Sabeen Mian of Performance Beauty Group became president.
Grande Cosmetics has named Lucy Hale its first brand ambassador, backed by a campaign titled "Little Rituals, Big Impact."
Hale, 37, is not a hired face with a fresh contract. She dates her relationship with the brand to 2010, two years after Alicia Grande founded it in 2008.
"My relationship with Grande [Cosmetics] is very long-running. I started using the brand back in 2010," Hale said, noting she had been seeking a solution to her own lash damage at the time. "[The serum] is one of those products that is tried and true. It works. It's simple. It's easy. It's definitely always within reach on sets and on a plane."
The serum in question is the brand's cult-favorite Lash Enhancing Serum, formulated with radish root ferment and vitamin E to visibly condition and strengthen the hair. It was initially developed as a remedy for postpartum lash loss. Hale, best known for starring in "Pretty Little Liars," came to it through her own damaged lashes, then extended her loyalty to the companion Brow Enhancing Serum.
Her attachment to the brow product runs deeper than routine. "I'm very emotionally attached to my brows," Hale said. "At this phase in my life, I want to nurture what I've been given, and I like to take a more natural approach these days. I'm not trying to change anything, just trying to enhance."
That stance marks a shift for an actor who spent her teenage years on camera and her 20s, as she describes it, in active self-discovery. "My relationship to my body, my face, my self-worth, it's definitely been a journey," she told WWD. "You can't bypass that, going through different versions of who you are, what you want to look like; that's part of growing up and figuring out your identity."
She recalled her '90s skinny brow era with visible regret. "I definitely overplucked my brows. Thank god they grew back."
At 37, Hale says she no longer follows trends, bleached brows included. "Beauty is truly internal; beauty is an aura. It is an energy to me, and I think that the more you take care of who you are, the way you were born to look, you'll naturally embrace the things that come natural to you," she said. "That's why I love products like Grande [Cosmetics'] so much because it's not trying to change you. It's not trying to morph you. It's trying to enhance what's already yours."
The appointment lands during a leadership transition at the company. A few months ago, founder Alicia Grande left the chief executive officer role to become chief vision officer. Sabeen Mian, president of Grande Cosmetics' parent company, Performance Beauty Group, succeeded her as president.
With a longtime user as its first ambassador and a new president in place, Grande Cosmetics is positioning its enhancing-serum franchise — and its authenticity claim — for its next growth phase.
Source: WWD
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Market editor covering media and advertising at Eurasian Beauty Journal.
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