By  on July 29, 2005

NEW YORK — The quickened pace to add celebrities to beauty companies' rosters of spokesmodels continues, the latest move being Max Factor's signing of Carmen Electra as the face of the P&G cosmetics line in the U.S. Max Factor, a brand that was founded almost 100 years ago and immediately linked to Hollywood's most beautiful faces, developed the celebrity endorsement concept, beginning with Clara Bow in the Twenties.

"Carmen embodies the glamour and spirit of the brand and will speak to our trend-conscious consumer target in a dynamic way," stated Anne Martin, vice president of Global Cosmetics and Beauty Marketing, Procter & Gamble, in a release.

Electra, whom industry sources estimate will earn as much as $1 million for her partnership with P&G's makeup brand, will be featured in future TV, print and public relations efforts. The stunner's résumé is impressive, featuring a mix of movie, TV and stage experience. Currently, Electra is filming "Cheaper by the Dozen 2" for 20th Century Fox, due out next year. Upcoming films include "Dirty Love," starring Jenny McCarthy, which premiered at Sundance 2005, and "Searching for Bobby De Niro," directed by Paul Borghese. Last year, Electra released a DVD series, "Aerobic Striptease." She has also formed her own dance troupe ensemble called the "Bombshells."

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