Australian cosmetics company ModelCo has signed international model and Transformers star Rosie Huntington-Whiteley as its new brand ambassador.
Huntington-Whiteley, also a Victoria’s Secret lingerie angel and Burberry model, will be the face of the tanning company’s summer advertising campaign.
Now into its 11th year, ModelCo is taking on the multinationals with a refreshed brand message, ‘The smarter way to a glamorous life’ and a content-rich e-commerce website.
Shelley Barrett, Founder and CEO of ModelCo said the company’s objective is to take prestige beauty products to the mass market in a convenient and glamorous way.
Barrett said: “Rosie Huntington-Whiteley is the perfect brand ambassador for ModelCo. Not only is Rosie is stylish, sophisticated and glamorous, she’s also an internationally recognised model, actress and businesswoman who truly encapsulates the ModelCo brand values – a modern woman who is stylish yet time-poor, who wants to look & feel her absolute best whilst enjoying a busy lifestyle.”
“Customers know that ModelCo delivers smart beauty products, but as a brand, we welcome customers into our community. The website is an invaluable tool to show our customers who we are and what we stand for, as well as providing them with a hub of advice and inspiration. We’re more than just a smart beauty brand, we’re a lifestyle.”
Huntington-Whiteley will shoot ModelCo’s summer campaign on iconic Hayman Island and feature in the national advertising campaign which will run from September 2013.