NEW YORK — Singer and actress Demi Lovato has signed on with N.Y.C. New York Color as its first global brand ambassador.

Singer and actress Demi Lovato has signed on with N.Y.C. New York Color as its first global brand ambassador.

The Coty Inc. value cosmetics brand said that Lovato will be featured in global marketing and social media campaigns to support N.Y.C. New York Color cosmetics and nail enamel lines.

Plans call for Lovato, who recently began her world tour, to appear in her first N.Y.C. New York Color advertising campaign at the start of 2015.

"I’m really excited to be partnering with N.Y.C. New York Color," Lovato said in a statement. "Their products make playing with different looks and trends fun, easy and affordable by all."

N.Y.C. New York Color noted that Lovato embodies the brand’s goal to provide fashionable, innovative yet budget-friendly beauty care essentials inspired by the hottest trends from the New York fashion scene. She will represent the full range of N.Y.C. New York Color products — including eye shadow, mascara, lip color, face powders and nail polish — and as the face of brand will be featured in global multimedia campaigns including print, digital, in-store and social media platforms.

Exclusive, behind-the-scenes content from Lovato’s campaigns will be available on NewYorkColor.com and N.Y.C. New York Color’s social media channels.

"We are thrilled to welcome the talented Demi Lovato into the N.Y.C. New York Color family," stated Johanna Businelli, chief marketing officer of color cosmetics for Coty. "Demi’s youthful, modern sensibility, audacious style and wide-reaching appeal make her the perfect choice to represent N.Y.C. New York Color on a global scale. Her impressive social influence will also help us to further engage with a new generation and Demi’s fans."