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L’Oréal Paris has signed actress Elizabeth Banks as its latest spokesperson.
Banks will begin appearing in TV and print ads for the cosmetics giant beginning in February. The multiyear deal is estimated to be worth about $1 million a year, according to industry sources.
This story first appeared in the December 19, 2008 issue of WWD. Subscribe Today.
Banks appeared in three movies this year, “W.”, “Zach and Miri Make a Porno” and “Role Models.”
In a statement, Banks said, “What impresses me most about L’Oréal is the company’s commitment to empowering women. L’Oréal wants women everywhere to not only take charge of their beauty, but to also take control of their health and well being.”
Karen T. Fondu, president of the L’Oréal Paris division of L’Oréal USA, also commented on the new deal. “Elizabeth’s talent and beauty is matched by her intelligence and approachability. She has a natural charm and an incredible ability to captivate an audience,” said Fondu.
Banks joins other L’Oréal Paris spokeswomen Beyoncé Knowles, Diane Keaton and Eva Longoria Parker.