True Botanicals Signs Jessica Chastain as Brand Ambassador
Natural skin care brand True Botanicals has named Oscar-winning actress and producer Jessica Chastain its newest ambassador.
To inaugurate the partnership, Chastain will appear in a campaign featuring the brand’s new Phyto-Retinol Sleep Serum, $90, which harnesses plant-based retinol alternative, Peptilium, to reduce the appearance of wrinkles without irritating the skin.
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“Jessica shares the values that are at the core of True Botanicals,” said chief marketing officer Rebecca Boston, pointing to the “Scenes From a Marriage” star’s longtime veganism and shared passion for sustainability. “She has always been an advocate for taking better care of people, animals and the planet, and that’s what we exist to do.”
The partnership kicks off an innovation-packed year for True Botanicals, which in 2023 gained a series B investment from San Francisco-based growth equity firm NextWorld Evergreen. The brand, which sells at Credo Beauty, Nordstrom and Cult Beauty, reportedly doubled its retail sales last year, and will be adding additional retailers to its stable in the near future.
Boston said that “2024 is going to be a huge year for our brand; having a highly respected tastemaker like Jessica, who can help tell the stories of these bioholistic skin care innovations we’re launching, is going to ensure more people pay attention.”
In the coming weeks the brand will unveil billboards in Los Angeles, Seattle and New York to commemorate the collaboration, as well as TV and streaming commercials on Peacock, Hulu and Paramount+.
Rather than turning to conventional influencer marketing, Boston said the brand has found “using aspirational celebrities as our influencers” — like Brooke Shields and Laura Dern, who previously fronted the brand — to be most effective in reaching its target consumer. “We’re a beloved Millennial brand; we appeal to a broad range of consumers, but our bullseye tends to be women ages 27 to 50. This [partnership] is a new chapter for us, and we’re going to be bigger and louder than we ever have before.”
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