NEW YORK — Fueling its reputation as the beauty company with a penchant for gorgeous blondes, Garnier has signed Heather Graham as a spokeswoman for its 100% Color hair color brand.
Graham, who is best known for her groovy portrayal as Felicity Shagwell in “Austin Powers: The Spy Who Shagged Me,” and as a porn star on roller skates in “Boogie Nights,” makes her debut as a Garnier girl this month in print advertisements and TV spots, which are scheduled to air April 11. She sports shade #913, Light Beige Blonde, in the ads.
Karen Fondu, president of Maybelline New York-Garnier, said the reason for choosing Graham was simple: Women adore her.
“She is stunning, lovely and yet approachable. It’s a disarming quality that women really feel they can relate to,” Fondu said. Graham’s energy and slightly irreverent sensibility “is completely fitting with the Garnier 100% Color brand,” she added.
The hair color brand, which launched in mass stores February 2004, generated $23.4 million for the recent 52-week period, excluding Wal-Mart, according to Information Resources Inc. Garnier’s overall hair color sales grew 23.6 percent in 2004, according to IRI. Sales for the category slid 4.8 percent during the period.
Garnier snagged another fabulous blonde, Sarah Jessica Parker, four years ago to represent sister hair color brand Garnier Nutrisse. There’s also the sometimes blonde NASCAR race car driver Brian Vickers, who recently signed on as a spokesman for Garnier Fructis hair care.
Graham is currently appearing in TV shows “Scrubs” and “Arrested Development.” She is also shooting the film “Cake” with Taye Diggs and Cheryl Hines, and “Mary” with Juliette Binoche, Matthew Modine, Forest Whitaker and Gabriella Wright. Graham will star in the ABC pilot “Emily’s Reasons Why Not,” a comedy in which she’ll play a self-help author who doesn’t take her own advice on dating.
While Garnier works to build its U.S. presence in hair care and hair color, industry sources are talking about how the company, a consumer products division of L’Oréal USA, is also looking to tackle skin care here in the near future. Garnier reps had no comment.