LOS ANGELES — Growing up, Drew Barrymore plastered her wall with pictures of Cheryl Tiegs, Carol Alt and Christie Brinkley. Now, she joins them in the pantheon of Cover Girls.
The Procter & Gamble-owned brand announced Wednesday that it has signed the 32-year-old actress to a multiyear deal to be the face of its cosmetics in national print and television advertising campaigns that will break in January. Barrymore will take a leading role in producing the television campaign as its co-creative director.
"I love being involved creatively in everything I do. I am not passive," Barrymore said during a press conference Wednesday morning here. "Whether I am filming a documentary or working on a makeup campaign or producing movies, it is all a venue for me to express my creativity."
Barrymore joins Queen Latifah, Keri Russell, Rihanna and Molly Sims in the current stable of Cover Girl faces. Although Barrymore has worked for Lancôme in the past, she has typically avoided commercial campaigns and said she signed on with Cover Girl because of the brand's heritage and outlook.
"Not only do I love their products and they are so smart about what they are doing, but their accessibility and their philosophy is really what inspired me," said Barrymore. "Being true to yourself is the most important thing."
Esi Eggleston Bracey, vice president and general manager of Cover Girl Cosmetics in North America, said during a post-press conference interview that Cover Girl had long considered Barrymore for its advertising. She explained that Cover Girl was drawn to Barrymore's genuine personality and her broad following.
"If you think about movies that she has done, she has a nice appeal to teenagers, which is important for us, but she is not just limited to teenagers," said Eggleston Bracey. "Cover Girl speaks to the diversity of women and Drew does that."
While Eggleston Bracey would not divulge the size and scope of Cover Girl's contract with Barrymore, industry sources estimated that the actor could be earning from $1 million to $2 million a year as the face of the brand.
Wearing a canary yellow Carolina Herrera dress and pea green Christian Louboutin heels, Barrymore exhibited her playfulness during the press conference by joking that the dress formed a "marsupial pouch" when she sat.
“I see things on the hanger and I’m, like, ‘I never knew that color worked on me.’ It’s things you necessarily wouldn’t choose to wear, but once you put them on, you see why Janie is who Janie is." — Lily Collins on working with former "Mad Men" costume designer, Janie Bryant on creating looks for her role as Celia Brady's in Amazon series, "The Last Tycoon." 📸@jilliansollazzo #wwdeye
EXCLUSIVE: Sarah Rutson has been tapped to Build New American Fashion Group. The parent of Joie, Equipment and Current/Elliott hired the merchant to rev up its brands and expand its portfolio into designer, beauty and lifestyle categories. Read more on WWD.com, link in bio. #wwdfashion
Michael Kors' $1.3B Jimmy Choo deal has the company squaring off with Coach Inc. as both seek to build American powerhouses. Coach bought Stuart Weitzman in 2015 and Kate Spade just two weeks ago, but Michael Kors' acquisition may be putting pressure on its rival in the new push for scale. #wwdnews (📷: George Chinsee)
Meet actress Lucy Boynton, who plays opposite Naomi Watts in the recently released Netflix series "Gypsy." Boynton stopped by WWD to talk about her upcoming projects and her nomadic lifestyle. Get all the details on WWD.com. #wwdeye (📷: @dandoperalski)