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Courteney Cox Hits Tents for Kinerase

One of America's most fashionable "Friends" is slated to be on hand at the Bryant Park Tents today.

NEW YORK — One of America’s most fashionable “Friends” is slated to be on hand at the Bryant Park Tents today.

Courteney Cox, who signed a deal to endorse the Valeant Pharmaceuticals-owned brand Kinerase in March, will appear with Valeant’s president, Wes Wheeler, at 4 p.m. today to introduce the company’s new Kinerase Pro+Therapy line. As well, the duo is expected to discuss the upscale derm brand’s expansion plans. Previously sold in dermatolgists’ offices, Kinerase expanded its reach into prestige retail doors, including Sephora, earlier this year.

During an exclusive telephone interview with WWD last Thursday, Cox noted she is a “complete product person.”

“I try everything there is,” Cox said. “And, funny enough, I had been using Kinerase on my own for a few years before the company approached me last year, so this was a great match. I think Valeant is a classy organization, and that the people who own the company are great. Also, I like that Kinerase goes beyond being a run-of-the-mill skin care line, with the medical research that’s been put into it and the fact that a pharmaceutical company is manufacturing it. It’s a simple yet extremely effective line.”

Cox hasn’t appeared in beauty advertising before this, she said, save for a Noxzema ad at the beginning of her career — but she’s not averse to dipping her toes deeper into the beauty market.

“I’d love to do a makeup collection,” she said. “I’d especially like to do my own mascara. And I’d love to work with Valeant to develop some sort of a beauty-related vitamin for skin — to continue on the inside what these products do on the outside.” Has she ever been approached about doing fragrance or makeup? “Not that I’m aware of,” she said with a laugh, adding that her agents screen opportunities before they are presented to her. But would she be open to it? “Sure,” she said.

“Courteney is a perfect match for Kinerase,” Wheeler, told WWD when the deal was signed. “She’s instantly recognizable, has great skin and is an A-list celebrity with tremendous appeal to a wide variety of consumers. We’re excited to be working with her.”

This story first appeared in the September 12, 2005 issue of WWD.  Subscribe Today.

In addition to her Kinerase deal, Cox — who, along with her husband, David Arquette, runs Coquette Productions, an entertainment development firm — is currently filming “Return to Zoom,” an action adventure for kids, in Toronto. The piece also stars Tim Allen and Chevy Chase and is being directed by Peter Hewitt. “I play Marsha, a nerdy, comic book-obsessed character,” she said. “I wasn’t specifically looking for a kids’ piece to do, but it’s always nice when it’s something that Coco [the actress’ infant daughter] can watch. By the time it’s released next year, she’ll be old enough to watch it.”

Cox and Arquette also are developing a slew of both TV and feature film projects through Coquette. One, a feature film project the duo is working on with Paramount, is intended as a star vehicle for Cox. On other fronts, TV shows are in development with HBO and FX. “We’re doing a bunch of different, eclectic things,” Cox said with a laugh.

While she’ll only be in town today, Cox is also hoping to catch a fashion show or two before she leaves.

“Then,” she said, “it’s back to the set.”