MyGlamm appoints Sidharth Malhotra as first male brand ambassador for cruelty-free line
Bollywood star Sidharth Malhotra has been appointed as India’s first male brand ambassador for a female-centred cosmetics line, the LIT cruelty-free line by MyGlamm.
Malhotra told Elle India: “I found it interesting and very innovative. I think the idea is young and bold and sexy, just like the brand.”
Malaika Mahtaney, MyGlamm’s chief marketing officer explained the concept behind the marketing campaign and said: “We’re excited about featuring a male star as the face of the campaign as a way of conveying that while our products are not tested on animals, they may, more often than not, be ‘tested’ on coveted men.” The campaign has the hashtag “#TestedOnSid”.
The LIT collection launched on the MyGlamm e-commerce store as well as on Flipkart and in brick-and-mortar MyGlamm stores across India on December 6. Following this, Malhotra has been taking part in promotional activities for the line.
The collection includes a selection of lip and eye products such as lipsticks, pH lip balms, a matte lipliner and eyeliner pencils. MyGlamm also recently launched a makeup collection in collaboration with the fashion designer Manish Malhotra.
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