BEVERLY HILLS — Courteney Cox is a loyal friend to Kinerase.
After agreeing to remain the face of Kinerase for another year, the 43-year-old actress' third print ad campaign for the upscale skin care line, owned by Aliso Viejo, Calif.-based Valeant Pharmaceuticals, was shot here Thursday. Terms of the contract extension were not disclosed, but industry sources estimate Kinerase pays Cox upward of $1 million annually.
"Over the years [with Cox], we believe that we have taken this from a boutique product to a product resonating in the retail space," said Wes Wheeler, Valeant's president, North America and global commercial development. "Even though we don't have 100 percent awareness, we have a much higher level of awareness now. People who know Kinerase think it's Courteney's brand."
Cox's advertising role has been expanded to include Australia, North America and Western Europe, as well as television, the Internet and print, according to Wheeler. In the first or second quarter of next year, Kinerase is planning to initiate TV commercials either on cable or with direct-response spots running in large urban markets such as Los Angeles, Chicago, New York and San Francisco.
"I would stay with them for as long as they would want me to stay. They are fantastic to work with," said Cox, who donned a sparkling knee-length white Valentino dress for the ad campaign. "[Valeant] is not a stale company. It is something that is always changing, and I love that."
An upcoming change to the Kinerase product lineup is the addition of a $140 kit of two brightening items — a serum and click pen — which the print ads will promote in December publications of Elle, In Style and Allure. The brightening kit contains seven active ingredients, with Flamenco Pearl and Kinerase's signature Kinetin among them, to combat hyperpigmentation.
Kinerase will select the magazine images from two glamorous looks and two natural looks captured by photographer James White. Hairstylist Chris McMillan, who has worked with Cox since her "Friends" days, shied away from slicked-back dos rampant in skin care ads and chose instead to highlight Cox's long waves. Genevieve handled the makeup.
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