NEW YORK — One of beauty’s most famous supermodels is back.
Cindy Crawford, the megamodel whose name is practically synonymous with beauty, has signed a deal with Procter & Gamble to serve as the face and voice for Clairol’s Nice ’n Easy hair color brand. The first ad to feature Crawford is scheduled to broadcast April 21.
Details of the deal were not disclosed but Clairol executives said the contract allows for appearances in print, online, in-store and direct marketing advertising campaigns, too. Industry sources estimate Crawford’s contract could be worth more than $1 million per year.
Melissa Lush, Nice ’n Easy’s senior brand manager, said Crawford was the brand’s most obvious choice since at this stage in her life, Crawford best represents Nice ’n Easy’s core consumer.
"We were looking for a personality that has the right fit with the brand. We are looking at Cindy as more than a model, she has a persona that fits in with the upbeat, personal, busy mom that she is. Her lifestyle is consistent with the Nice ’n Easy brand," Lush said.
For the ads, Crawford’s brown hair has been treated with Nice ’n Easy’s Light Golden Brown 116A. In a phone interview, Crawford said the shade is lighter than her natural hair color, but that now it matches the color of her one-and-a-half year old daughter, who appears in at least one version of the ads. Both 15- and 30-second commercial versions have been filmed; print ads break in the third quarter. For the TV shoot, Serge Normant styled Crawford’s hair and Dick Page applied the makeup.
Nice ’n Easy’s most recent spokespersons were actresses. Debra Messing, the lead actress from the hit TV show "Will & Grace," served as the brand’s face in 2000. In 1993, Seinfeld actress Julia Louis-Dreyfus was the brand’s spokesperson.
Crawford, who once served as a spokesperson for Revlon and Pepsi, continues to serve as a spokesperson for Omega watches, EAS Health and Sports products and 24-Hour Fitness. She has also partnered with Ellen Tracy and Foster Grant.In February, Clairol unleashed its largest color initiative in its 71-year history with a new technology designed to deliver richer, deeper color, which debuted in Nice ’n Easy color kits, called copper blocking. The technology aims to block the element copper, commonly found in hair via tap water, from reacting with dye molecules in hair color formulas. The objective is to prevent the copper from prematurely speeding up the coloring process, which can waste much of the product, leaving hair with a dyed color that is not as rich, vibrant or true in tone as it should be. Much of the formula, consequently, ends up being washed away.
Nice ’n Easy launched in 1965 and is Clairol’s largest hair color brand with approximately 9.6 percent dollar share of the category, according to Information Resources Inc. It is the third best-selling hair color, behind L’Oréal Preference and L’Oréal Excellence. Nice ’n Easy generated more than $100 million in sales for 2002, excluding Wal-Mart.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews