British TV personality and former star of The Only Way is Essex Lucy Mecklenburgh has been named as Remington’s first-ever UK ambassador.
During her 12 month contract with the beauty tool brand, the 30-year-old will lend her voice to promote the hair care staple’s campaigns and products in its Hydraluxe range.
Having worked with a number of famous beauty faces in the past, the brand’s partnership with Mecklenburgh underlines Remington’s intentions to capitalise on influencer marketing.
“We’re absolutely thrilled to be working with Lucy who, via her own personal and professional experiences, aligns perfectly with Remington’s ethos,” said Andrew Moss, Remington’s Brand Manager.
“Our ‘Get Your You On’ strapline focuses on instilling in people the confidence to truly express themselves and this is something we know Lucy is a huge advocate of in every aspect of her life, from her experiences as a well-known TV icon, self-made businesswoman, fitness enthusiast and more recently, mum to her little boy Roman.
“We know that perfecting your hair isn’t about how it makes you look, it’s how it makes you feel, and we’re excited to work with Lucy on highlighting this important message to our consumer base.”
Mecklenbrugh’s new deal, however, will no doubt come under scrutiny from regulators.
Back in June, she was named by the UK’s advertising watchdog as one of four British influencers who were continuously flouting advertising rules on social media.
Her posts, which regularly featured beauty products, were in breach of the Advertising Standards Authority’s CAP Code, by not properly labelling if a post was an advertisement.
Speaking about her new role, Mecklenburgh added: “I absolutely love the Hydraluxe Pro and Hydraluxe product ranges and have always tried to seek out styling tools which cause the least amount of damage to my hair as possible.
“The Hydraluxe Pro products are perfect as they let you style without the risk of heat damage, something I’ve struggled with over the years due to being involved in regular events and photoshoots.
“Being in the spotlight, I’ve often felt like my hair has to look camera ready, but I’ve come to realise that confidence grows like you do. Embracing your uniqueness is definitely the ultimate superpower.”
