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Reality Star Wreaks Havoc Proving Badness Creds

Urban Decay Cosmetics LLC in Newport Beach released the first in a series of YouTube videos featuring its latest brand ambassador, Nicole Richie, star of comedic reality shows “Great News,” “The Simple Life” and “Candidly Nicole.”

The four-minute clip shows Richie’s endeavors to become the new face of Urban Decay’s marketing campaign for Troublemaker Mascara. She visits the brand’s headquarters, where she causes a bit of havoc trying to prove to folks she’s the right “troublemaker” for the job, even though she’s now a married mother of two and creative director at her apparel brand, House of Harlow 1960. She spikes the office coffee with alcohol, drives a golf cart through the hallways, and decorates founder Wende Zomnir’s desk with photos of herself. On top of all that, Richie posts on Instagram that she got the job before she gets an offer. All is forgiven, though, after the post gets lots of attention.

“I’ve always known I should be a professional troublemaking model, and I’m so grateful that Wende Zomnir and Urban Decay saw my true talent and appreciate my craft,” Richie said in a statement.

Forge54

The Ocean Institute has a new public image, thanks to the folks at Forge54, a group of more than 100 volunteers who devoted their weekend—54 hours—to develop marketing materials for the Dana Point-based nonprofit organization.

The event, put on by Torrey Tayenaka of the Sparkhouse video production studio in Irvine, kicked off on Oct. 5 at the InnoceanUSA office in Huntington Beach and wrapped up on Oct. 8 with a project presentation to the institute’s executives. Volunteers, many of whom are young professionals just getting their feet wet in the marketing field, worked in teams tackling various aspects of the marketing campaign.

They produced a branding message, logos, social media and public relations campaigns; revamped the institute’s website; and created a promotional video. They also designed a mobile application that will enable the nonprofit to easily connect with volunteers and donors.

The effort provided the institute with an “opportunity to critically consider our messaging about who we are and what we do,” said President and Chief Executive Daniel Pingaro. “We are humbled and honored to be the recipient this year.”

Other nonprofits that Forge54 helped include OC Food Bank, Playworks SoCal and Wells of Life. Last year’s selected nonprofit, Illumination Foundation, received over $500,000 worth of donated services, according to Forge54.

Moo … Er… Meow

Sanrio Inc. characters Hello Kitty and Sanrio friends including Keroppi, Chococat, My Melody and Pochacco, are now ambassadors for Tanaka Farms in Irvine.

The yearlong deal kicked off on Sept. 30 and will include incorporating the characters into the farm’s educational programs, emphasizing “healthy eating, as well as sustainability, responsible farming and agriculture, all while supporting their local community.” The characters will also be a part of “photo ops throughout the farm as well as daily activities and seasonal celebrations throughout the year.”

Bits & Pieces

The California Avocado Commission in Irvine plans to participate in the American Heart Association’s Heart-Check Certification program next year by promoting avocado recipes certified by the association. The commission will also sponsor the Produce for Better Health Association’s supermarket dietitian program.

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