After signing a modeling contract with a Boston modeling agency, Olivia Culpo entered and won the Miss Rhode Island USA pageant in 2012, before being crowned Miss Universe 2012, making her the first winner from the USA to obtain the crown in 15 years. During her reign, the 24-year old Ms Culpo traveled around the world, attending red carpet events, before catching the eye of former Disney star and musician Nick Jonas. The two met when Nick was the co-host of the 2013 Miss USA pageant and soon began dating, turning Olivia into a household name. Since the couple’s 2015 split, the former beauty queen has since cemented her position as a bona fide celebrity known for her savvy fashion and gorgeous looks, boasting a large following who looks to her for trends and inspiration.
In an increasingly digital world where success is measured by likes and views, the race to maintain relevance and authenticity to brands and the fans has become even tougher, but Olivia seems to be one of the few to have cracked this key “influencer” factor. “Authenticity is very important in branding yourself and knowing what you want. It’s really difficult not to just hop on the bandwagon and do what every person is doing. I found that maintaining your brand and sticking to it makes all the difference. It sets you apart, and these days that’s what people want—something different,” she told Ocean Drive in an exclusive interview. In addition to two upcoming films American Satan and Tired Lungs, Culpo has collaborated with luxury brand Kipling and Rampage as the face of their fashion campaigns and Moët & Chandon to create their “Moët Diamond” cocktail, which was served to a-listers during this year’s Golden Globe Awards.
In a not-so-surprising move, worldwide leader of premium styling tools, ghd soon announced the digital influencer as their first celebrity brand ambassador. “As a long-time fan of the brand, I am thrilled to have been selected by ghd as their new ambassador,” said Olivia. “I was initially introduced to ghd by my hairstylist and it was a revelation. The fact that I could easily create any style I wanted while at the same time preserving the health of my hair was game changing; I have been hooked ever since.”
The brand named after Good Hair Days also revealed, “We are very pleased to have Olivia Culpo as ghd’s new ambassador. She knows how to make an impact whether it’s walking down the street or walking down the red carpet, and we’re excited for her to join the ghd family.” Francesca Raminella, President of ghd North America also added, “As someone who millions of women are looking to for beauty inspiration Olivia is the embodiment of our new campaign and is proof that you don’t have to sacrifice the health of your hair in order to get gorgeous results. We’re looking forward to Olivia helping us continue our mission of giving more women around the world a good hair day, every day.”
As a further retrenchment of Olivia’s rise to brand dominance, L’Oréal also announced the model as one of the 15 digital influencers to take part in a yearlong program, called “L’Oréal League.” This partnership sees Culpo and her counterparts create content and promote L’Oréal Paris across their social channels.
Images: Ocean Drive/Getty/MissUniverse/Jordan Strauss