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Beauty Beat: Maybelline Taps Davis as Newest Face … Body Shop Finishes Deal

Maybelline New York has tapped actress Kristin Davis to appear in national print and TV ads for the cosmetics brand.

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Maybelline Taps Davis as Newest Face

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.

This story first appeared in the July 27, 2004 issue of WWD.  Subscribe Today.

Moss had been the face for two prior campaigns that have run since Coco Mademoiselle was launched in April 2001.

And it’s not all advertising. Mixing good works with Hollywood glamour, Avon got its troops — some 2,000 of them — revved up at last Thursday’s annual sales conference in Anaheim, Calif., when it introduced Oscar-nominated actress and new company spokeswoman Salma Hayek.

Along with Avon chairman and chief executive officer Andrea Jung and Avon Foundation president Kathleen Walas, Hayek announced the rollout of the new “Speak Out Against Domestic Violence” campaign. Among the goals are a new resource brochure distributed by Avon’s 650,000-strong U.S. sales force; education and support programs at Avon’s regional facilities nationwide, and outreach through Avon’s international offices. Domestic violence affects one in three women around the globe.

The Avon Foundation will commit $1 million over the next two to three years to the program, including an immediate grant of $100,000 to the San Francisco-based Family Violence Prevention Fund to develop an interactive online and print educational program. Actress-producer-director Hayek was christened global spokeswoman for Avon’s flagship fragrance and color cosmetics brands in February. Part of that included her partnership in the public Avon Foundation.

— Andrea Nagel in New York and Rose Apodaca Jones, Los Angeles

Body Shop Finishes Deal

LONDON — The Body Shop International has completed the acquisition of its head franchisee in Canada. The retailer’s British parent firm paid $20 million for the 111-outlet Body Shop Canada, purchased last week from Margot Franssen, her husband Quig Tingley and sister Betty-Ann Franssen. Sixty-nine of the Body Shop Canada stores are owned by franchisees.

As reported, the retailer announced it was negotiating to buy the franchisee last month, although talk of purchase began circulating two years ago when the Canadian owners were approached by a third party. They have owned the company since 1980.

“The Body Shop is one if Canada’s strongest retail brands, and we are very positive about its growth prospects,” said The Body Shop’s chief executive, Peter Saunders. “Over the past 20 years, Quig Tingley, Margot Franssen and Betty-Ann Franssen have built The Body Shop Canada into a high-quality business, with an impressive track record in corporate social responsibility. We look forward to using this solid platform to further develop our business in Canada.”

Last month, The Body Shop acquired 75 percent of Mighty Ocean Company Ltd., a private company that operates 26 stores in Hong Kong and two in Macau.

— Ellen Burney

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