Cate Blanchett is going global for Procter & Gamble.
The Academy Award-winning actress is expanding her role with SK-II, the personal care group’s luxury skin care brand.
Since the fall of 2004, Blanchett has served as the brand’s ambassador in her native Australia and in New Zealand. Now, her reach will become global, with the U.S., Canada, the U.K. and Spain to be added to her list of countries. She will appear in an advertising campaign for the brand in Spain, and the new deal is said to include plans for a U.S. campaign.
“Throughout my career, I have only accepted roles that I am passionate about, and my partnership with SK-II is no different,” said Blanchett in a statement. “I truly believe I already played this role as an ambassador long before SK-II caught up with me.”
P&G executives are anxious to expand Blanchett’s reach for the SK-II brand.
“Our desire to work with Ms. Blanchett globally was a natural progression for the brand,” stated Shivesh Ram, vice president and general manager of SK-II globally. “Since first using the products seven years ago, Cate has joined the millions of women around the world who have experienced SK-II. She has shared her discovery of the ‘Secret Key’ to beautiful skin through her passion for and belief in our products, and the miracle of Pitera [the brand’s proprietary ingredient]. We’re delighted to have her expand her role within the SK-II family.”
P&G introduced the SK-II line to the U.S. market three years ago.
Unlike many of her actress counterparts, Blanchett has not widely endorsed beauty or fashion lines. SK-II in Australia marked her first beauty campaign globally. It is still the only beauty brand she endorses.
Fashion-wise, she is also a fan of Giorgio Armani, who earlier this month was named a patron of the Sydney Theatre Company, for which Blanchett and her husband, Andrew Upton, are co-executive directors.
In terms of her film work, Blanchett is in preproduction on “The Fantastic Mr. Fox,” due out in 2009, and in postproduction on “The Curious Case of Benjamin Button” and “Indiana Jones and the Kingdom of the Crystal Skull,” both due out next year.
This story first appeared in the October 26, 2007 issue of WWD. Subscribe Today.