Demi Lovato New Face Of N.Y.C. Color, 'Heart Attack' Singer Becomes Global Brand Ambassador

Leading global beauty company, Coty Inc., announced multi-platinum selling recording artist Demi Lovato as N.Y.C. New York Color's first-ever Global Brand Ambassador. Beginning in 2015, the singer/ songwriter will be featured in global marketing and social media campaigns to support N.Y.C. cosmetics and nail enamel lines.

Lovato has definitely been keeping busy, just kicking off her World Tour, and having recently launched a skincare collection and hair extension line. Lovato's bold sense of style makes her a prime example of the girl N.Y.C. New York Color wishes to cater to. She will be promoting the full range of N.Y.C. New York Color cosmetics, including eye shadow, lipstick, face powder, blush, bronzer and mascara, in addition to a wide array of nail polish.

Johanna Businelli, Chief Marketing Officer of Color Cosmetics, Coty Inc. released a statement to WWD, "We are thrilled to welcome the talented Demi Lovato into the N.Y.C. New York Color family. Demi's youthful, modern sensibility, audacious style and wide-reaching appeal make her the perfect choice to represent N.Y.C. New York Color on a global scale. Her impressive social influence will also help us to further engage with a new generation and Demi's fans.  Demi's accessibility and willingness to play with color and fashion trends embodies the spirit of N.Y.C. New York Color."

Lovato added, "I'm really excited to be partnering with N.Y.C. New York Color. Their products make playing with different looks and trends fun, easy and affordable by all!"

For exclusive behind-the-scenes content from Lovato's campaign, visit Newyorkcolor.com and N.Y.C. New York Color's social media websites.