Maybelline New York's new ad, featuring Troy Surratt,the company's global consulting make up artist, went on air on May 2. In the 30-second TV spot, the beauty and fashion industry star, whose clients include Hilary Swank, Charlize Theron, and Janet Jackson, highlights his partnership with the cosmetic brand and talks about how he uses its products in his work.
The commercial, featuring models like Adriana Lima, Erin Wasson and Ziyi Zhang, depicts some of Maybelline’s products, including Great Lash Mascara, Dream Matte Mousse Foundation and a range of lip products.
"I'm thrilled for the opportunity to reach so many women in their homes and I hope to become an even more valuable resource to women everywhere," Surratt said in an interview.
The company is obviously happy with the co-work with Surratt, whose partnership with L’Oreal-owned brand began in January. The Senior Vice President of marketing for Maybelline New York, Garnier Cheryl Vitali, said that Surratt is “the natural fit” to represent company’s name on-screen. “He understands women from all over the world and not just celebrities, real women,” said Vitali. “He enhances the individual beauty of each woman he works with.”
After high school, Troy Surratt became a makeup artist for Lancme, but later switched to fashion design going to the Fashion Institute of Technology in New York and becoming a design assistant for Randolf Duke. But, feeling that makeup was his calling, he started working in makeup teams for runway shows and soon landed a job with master makeup artist, Kevyn Aucoin, as his protege.