NEW YORK — The beauty industry’s fascination with Hollywood continues without letup.
Maybelline New York has tapped actress Kristin Davis as its new celebrity spokesperson. The former “Sex and the City” star — she played uptown girl Charlotte York — will begin appearing in national print and TV ads for the cosmetics brand, beginning in the fourth quarter.
She will be the face for the introduction of Maybelline’s 2005 product entries. Executives would not comment on how much it is paying the star for her multiyear contract, but industry sources estimate Davis could be receiving as much as $1 million.
“Kristin is the perfect personification of the Maybelline New York spirit — fun, flirty, sophisticated and sassy,” said Cheryl Vitali, senior vice president of marketing for Maybelline. Davis, an Emmy nominee, recently signed a deal with HBO to star in a series.
Vitali explained that Davis fit in well with Maybelline New York’s brand image.
“Maybelline has a very wide user base, appealing to women of all ages and all psychographics and demographics. Kristin’s appeal is very broad and is linked to the image of the brand: energetic, savvy and approachable. In consumers’ minds she is consistent with New York; she embodies the spirit and energy and style of New York and the possibility that New York brings.” Vitali added that Maybelline New York consumer research revealed Davis was a “clear favorite;” subsequently, the group is pleased to have signed the star.
In her new relationship with L’Oréal, Davis will join models Tomiko Fraser, Josie Maran, Adriana Lima and Erin Wasson, who are also faces for the brand. L’Oréal, Maybelline New York’s parent, is no stranger to “Sex and the City” actresses. Three years ago, Garnier, another L’Oréal brand, introduced Sarah Jessica Parker as its face for its hair color line. Parker continues to appear in Garnier ads.
Speaking of love affairs, Chanel’s passion for Kate Moss endures.
The French firm announced in Paris that its artistic director, Jacques Helleu, has signed Moss on to star — yet again — in its next Coco Mademoiselle fragrance advertising campaign, due out in January 2005.
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