Model and actress Molly Sims has landed a new role as the face of Aesthetics Biomedical's skincare brand ‘SoME'.
The "Las Vegas" star – who often shares beauty tips via her blog – has been snapped up to act as brand ambassador for the at-home PRP (platelet rich plasma) label, whose tagline is "Skincare That's All You".
Salon-based PRP skin treatments, otherwise known as "vampire facials", involve patients using their own plasma to stimulate natural collagen and elastin, in a bid to increase the skin's firmness and luminosity, while reducing the appearance of fine lines, discolouration and puffiness.
"I'm a huge believer in PRP!" said Sims in a statement. "Years ago my dermatologists introduced me to PRP in conjunction with microneedling treatments.
I instantly became obsessed with it, so it was a dream come true when I found out that Aesthetics Biomedical developed SoME because I now have the unprecedented ability to harness the benefits of PRP at home in my daily skincare!"
SoME works by patients having their PRP added to a specially formulated serum by a medical provider.
The serum can then be used at home for three months – and Sims is clearly a fan. "It's truly simplified my skincare routine without sacrificing results, and for a busy mum like me, what is better than that?" she asks.
"As the brand ambassador for SoME Skincare I get to shout from the rooftops (and Instagram) that this personalised PRP skincare isn't just the latest Hollywood fad – it is now, it is the future of skincare!"
"We are huge fans of Molly and really admire her authentic approach to sharing beauty expertise with this amazing community she's built on multiple platforms," added Sheldon Larson, chief marketing officer of Aesthetics Biomedical, in a statement.
"She is a tremendously talented model and actress, but also has a gift of being able to connect with people from every background and region because of her down-to-earth honesty and transparency".
This is not Sims' first major beauty campaign – the model has previously fronted multiple ads for Covergirl, as well as appearing in campaigns for Michael Kors and Jimmy Choo. – AFP Relaxnews