Interesting, I wonder if we'll see her in any ads
Michelle Branch sings for BeautyBank
Estée Lauder Companies (ELC) subsidiary BeautyBank has named Grammy award-winning musician Michelle Branch as the “Guest Creator” for the first season of its color-cosmetics brand, Flirt!, to be launched in October.
The “Guest Creator” is a new publicity concept, which derives from the classical celebrity-endorsement model. It involves inviting personalities from the realm of pop culture to contribute to the design of a new color, cosmetic product, accessory or an entirely new collection. The contracts are signed on a half-year, seasonal basis. The “rotational” nature of the contracts is a “fresh and original approach,” BeautyBank senior vice president, general manager Jane Hudis said in a statement.
Branch has contributed to a nail-polish range, each sku named after a song on her upcoming album, a BeautyBank spokesperson tells Cosmeticnews.com. Four of these nail polishes will have color-complementing lipsticks by Michelle Branch. “The Flirt! line is for everyone 25 and up,” adds the spokesperson.
The BeautyBank spokesperson denied any link between the naming of Ashley Judd to the other BeautyBank brand, American Beauty.
BeautyBank is a subdivision of ELC, which provides branded cosmetics exclusively to US department store Kohl’s, which has recently created its own beauty department. Distribution is to over 250 Kohl’s locations