WWD.com/beauty-industry-news/people/cl-de-peau-teams-up-wit-amanda-seyfried-3405480/
government-trade
government-trade

Clé de Peau Teams Up with Amanda Seyfried

The actress was tapped as the new face of the skin care brand.

Many actresses celebrate their birthdays by going out to lunch or dinner with friends and family. Amanda Seyfried chose to spend her 25th breaking bread with beauty editors — she is now the face of Clé de Peau Beauté.

This story first appeared in the December 17, 2010 issue of WWD.  Subscribe Today.

Seyfried joined Heidi Manheimer, chief executive officer of Shiseido Cosmetics America, at a luncheon at Manhattan’s ABC Kitchen to announce Seyfried’s deal with the Shiseido-owned brand and also to highlight a key update to Clé de Peau’s skin care range.

Seyfried noted that the brand’s strong skin care was a draw for her, as were the brand’s high-end cosmetics — all introduced to her by her makeup artist, she said. Her first ad campaign, shot by David Sims, will break in Japan later this month, then in March fashion, beauty and lifestyle magazines in the U.S. A color cosmetics ad featuring Seyfried will begin running in April fashion, beauty and lifestyle magazines in the U.S.

The update to the skin care range is the proprietary Illuminating Complex, which is composed of a range of ingredients including natural silk and pearl extracts. “Illuminating Complex helps to regulate and maintain the life of skin cells from birth, reducing cellular stress and restoring balance by controlling the quality of information transmitted to the cell’s brain center,” said Manheimer. “The result is healthier, more translucent cells with optimum nanostructures capable of producing and capturing light from within.”

The ingredient works in tandem with the proprietary Brilliant Cell Management 4C, said to help manage the skin’s cellular life.

The technology will be added to the seven existing products, including La Crème, a high-performance night cream, which retails for $525 for 30 ml. All of the reformulated products will be on counter in February in about 100 doors, including select Neiman Marcus, Saks Fifth Avenue and Barneys New York locations, as well as Bergdorf Goodman. Executives refused to discuss sales projections, although industry sources estimated that the skin care line will do about $10 million at retail in the next 12 months.

Clé de Peau doesn’t dabble in scents, which raises the question of whether Seyfried has any aspirations of doing her own celebrity fragrance. When asked, Seyfried shook her hair vigorously in the negative. “I don’t want to put anything like that on my plate right now. I like to be involved in things that make women feel empowered, but each individual only has so much time.”

And Seyfried definitely already has more than enough on her plate. “I’m working right now on a film called ‘Now,’ with Justin Timberlake,” she said. “It’s a sci-fi thriller, really superfun. I wear a short, red wig with bangs — it’s a different look for me, but also a different type of character, which is exciting for me because I tend to play myself. ‘Red Riding Hood’ I just wrapped. It was a really crazy experience in a really positive way. That comes out in March, and ‘Now’ comes out in September.”

In ‘Red Riding Hood,’ directed by Catherine Hardwicke, Seyfried stars with Julie Christie, Virginia Madsen and Gary Oldman. Leonardo DiCaprio and Appian Way Productions are producing the film. “My dream before ‘Red Riding Hood’ was to play a period character, and I did — so, check!” she said.

At the event, Seyfried was clad in a Magda Berliner top and skirt. “At some levels I’m good at fashion and putting myself together, and then, some days I’m completely absent-minded about it,” she said with a self-deprecating grin.