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Almay Re-signs Elaine Irwin

Irwin will be the face of Almay’s new Age Essentials collection.

Revlon’s Almay has re-signed Elaine Irwin, who will be the face of the brand’s Almay Age Essentials makeup line.

The Almay Age Essentials collection will feature three new products — Makeup, a foundation with built-in moisturizer and SPF 15; Concealer, which targets dark spots, fine lines and includes SPF 20, and Lip Treatment with SPF 30 that aims to minimize the look of lines. All three have a combination of collagen, hyaluronic acid and peptides that help skin maintain a youthful look.

In line with the rest of Almay’s products, the Age Essentials group is dermatologist-tested and fragrance-free. The group will retail for $12.99 to $14.99. Irwin will be featured in the brand’s television, print, in-store, digital and social platforms, which will hit this summer.

“This is a product range that speaks to my busy lifestyle. Products with multibenefits like built-in moisturizers and SPF, allowing me to get out the door in half the time,” Irwin, 46, said.

The campaign marks Irwin’s return to Almay — she was previously with the brand for seven years, starting in 2004 as the face of Almay Clear Complexion Blemish Healing Makeup. The Gilbertsville, Pa.-native has been modeling since she was 16 — appearing on the covers of Vogue, Cosmopolitan, Glamour, Allure and Self, among many others. She’s also done advertising campaigns for Ralph Lauren, Calvin Klein, Victoria’s Secret, Land’s End and Worth New York. (Irwin’s husband, Jay Penske, is the chief executive officer of Penske Media Corp., which owns WWD.)

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“Beauty, to me, has always been about lifestyle,” Irwin said. “Living well, taking care of yourself and using products that have ingredients that are good for your skin. That is why I have always been proud to work with Almay — they choose to use quality ingredients that are good for skin and enhance a woman’s natural beauty.”

“Elaine has always been a natural fit for the Almay brand, and we are delighted to have her back to represent our new collection, Almay Age Essentials, specifically designed for women who are looking for products that fit within their busy lifestyle,” said Jill Krakowski, vice president of marketing for Almay.