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What comes between Eva Mendes and her Calvins? As of now, nothing.
This story first appeared in the February 1, 2008 issue of WWD. Subscribe Today.
Coty, which holds the Calvin Klein Fragrances license, and Calvin Klein Inc. said Thursday that Eva Mendes has been tapped to star in the advertising campaign for an as-yet-unnamed Calvin Klein women’s fragrance, expected this fall.
Mendes has had a long-standing relationship with Calvin Klein Inc., and has often been spotted sporting Calvin Klein Collection at events such as Fashion Rocks and the Council of Fashion Designers of America Awards.
The actress has also served as a Revlon spokesmodel for the past few years, although that contract is said to have concluded.
Catherine Walsh, senior vice president of American Fragrances for Coty Prestige, said the actress was chosen for her “sultry appeal that resonates globally.”
“We’ve been looking at Eva [at Coty] for awhile, not just for Calvin,” Walsh told WWD Thursday. “Her awareness and likability have been on the rise since 2003 — she consistently generates a very positive response. Both men and women find her incredibly attractive, fit and sexy. And because her awareness is growing worldwide, we are planning this fragrance as a global launch.”
Walsh declined to give details about the fragrance or to be more specific about the ads themselves.
Tom Murry, president and chief operating officer of Calvin Klein Inc., noted that Mendes joins a long list of memorable spokeswomen, including Scarlett Johansson, Kate Moss and Christy Turlington.
“Eva exudes an effortless and unpretentious sensuality, which is perfectly in line with the Calvin Klein brand DNA,” he stated.
The campaign will include TV and print components, as well as an online component. Print ads are expected in October fashion, beauty and lifestyle magazines; TV dates have not yet been confirmed. Walsh said Mendes will also do personal appearances globally for the new fragrance.
Walsh and Murry declined to discuss Mendes’ compensation for the campaign. Industry sources have estimated that such deals generally involve compensation of about $3 million to $5 million over the life of a three-year contract.
As for her day job — acting — Mendes is in post-production with “The Women,” which also stars Jada Pinkett Smith, Meg Ryan, Carrie Fisher and Annette Bening. The film is slated for a fall release. She has also completed “The Spirit,” a fantasy-thriller due out in early 2009.