The consumer products industry is hitching its wagon to the stars — and in no category is this more evident than in beauty.
While actresses and models have long starred in TV and print campaigns touting the latest makeup or scent, the roster of faces to have joined the fray lately rivals an Academy Awards ceremony. After A-lister Nicole Kidman began appearing as the face of Chanel No.5, her contemporaries obviously decided to join her, with deals ranging from straight representation to co-creator gigs.
The do-it-yourself flood in the prestige beauty market began this past spring, as Beyoncé Knowles and Sean “P. Diddy” Combs each signed scent deals with the Estée Lauder Cos., Britney Spears made a deal to do fragrance, color and skin care with Elizabeth Arden and Paris Hilton signed on for a fragrance project with Parlux. The trend continued throughout the year, with Donald Trump’s scent deal with the Estée Lauder Cos., Kimora Lee Simmons’ with Coty, Alan Cumming’s with Christopher Brosius’ new indie perfume firm and Michelle Branch’s limited-edition cosmetics deal with Lauder’s BeautyBank division. Models Niki Taylor and Cindy Crawford are also in the process of producing beauty lines. In mass, Iman inked a multiyear licensing and distribution deal with Procter & Gamble in October, giving it an entrée into the ethnic market and setting the stage for a showdown with archrival L’Oréal.
And that’s just the creators. Spokeswoman gigs, particularly in prestige, have flowed in at an even greater rate — Charlize Theron agreed in August to be the face of Dior’s J’adore; Scarlett Johansson in February became the face of Calvin Klein’s Eternity Moment; Kim Cattrall in August teamed with Liz Claiborne Cosmetics’ Spark Seduction, and Ashley Judd made a pact in June to front American Beauty, a new BeautyBank/Kohl’s brand.
They join stars filling the prestige world’s galaxy, including Jennifer Lopez for Coty’s Lancaster division, who has been widely credited with reviving the celebrity fragrance genre; Liv Tyler, the face of Givenchy’s Very Irresistible Givenchy and the house’s new makeup line; Catherine Zeta-Jones, the spokeswoman for Elizabeth Arden’s eponymous products — and beauty’s elder stateswoman, Elizabeth Taylor, who has created fragrances under her name with Elizabeth Arden since the Eighties.
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