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Brinkley’s Second Act as CoverGirl Face

NEW YORK — Love is timeless, and apparently, so is beauty.

Christie Brinkley, 51, is returning to CoverGirl, the brand that helped launch her famous face nearly 30 years ago, in a deal that will put her as the spokeswoman of a new makeup...

NEW YORK — Love is timeless, and apparently, so is beauty.

Christie Brinkley, 51, is returning to CoverGirl, the brand that helped launch her famous face nearly 30 years ago, in a deal that will put her as the spokeswoman of a new makeup line. Details of the line were not revealed, but mass beauty buyers at a recent cosmetics trade show said it would target older women. One buyer said that Procter & Gamble, CoverGirl’s parent, would cross-promote its Olay brand with the new cosmetics line, by touting it as one with skin benefits.

P&G would not comment on the line, saying only that Brinkley had signed a “multiyear contract…to promote upcoming new products.”

The move marks Brinkley’s first campaign for the brand in almost 10 years. She was CoverGirl’s face for 20 years.

“CoverGirl is part of my DNA and I’m thrilled to be back with ‘family,’” Brinkley said in a release. “I’m excited to promote products developed for women like me who seek a fresh, natural beauty look and want good-for-your skin products. I’m looking forward to working with the brand at a time when there is so much innovation.”

Brinkley will be featured in an upcoming national print and TV ad campaign for the new CoverGirl line. Anne Martin, vice president of Global Cosmetics and Beauty Marketing, Procter & Gamble, said Brinkley’s “fresh, flawless skin and carefree smile” is still very much what women look for in beauty today, making her an obvious choice to represent the new line.