Rashida Jones takes on new role as Almay Insider

By

Emily Jensen

Published
Sep 7, 2017

As the brand’s first Almay Insider, Jones will not only act as the face of Almay but also produce and star in a series of videos celebrating individual beauty.

 
In July, Almay announced plans to revamp itself with new campaigns, a new logo, new products and an expanded shade range to make the brand more inclusive. The latest effort in that revamp includes bringing Rashida Jones to the brand, where she will take on the persona of a “Mega Influencer.”
 
Jones will appear across Almay’s social media channels in an effort to appeal to millennial shoppers. The brand has also signed on YouTube and Instagram stars Chachi Gonzales, Wendy Nguyen, Nadia Aboulhosn and Nikia Phoenix to create similar content.

Jones’ appointment as a brand ambassador is in keeping with Almay’s new Reveal the True You campaign, which attempts to give the 86-year-old makeup company a more inclusive image. Jones, the daughter of Quincy Jones and Peggy Lipton, says she struggled growing up to see herself as beautiful due to her biracial background.
 
In recent months, more and more beauty brands have diversified their shade range and signed on models and spokespeople of color in an effort to appear more inclusive. Rihanna’s upcoming Fenty Beauty earned praise for including 40 shades of foundation in its launch and many major brands have partnered with social media stars, such as Maybelline’s collaboration with Shayla and Too Faced’s partnership with Jackie Aina, to launch new products and colors that appeal to a wider audience.