LOS ANGELES — Kerry Washington will join Neutrogena as not only its latest celebrity brand ambassador, but also in the new role of creative consultant, the Johnson & Johnson-owned company announced on Thursday.
This story first appeared in the October 18, 2013 issue of WWD. Subscribe Today.
“Kerry is very aspirational to every type of woman and committed to making a real difference. And she balances it all so gracefully while having beautiful, healthy skin,” said Neutrogena general manager Michelle Freyre.
The creative consultant role will go beyond serving as the face for the company’s print and television advertising and extend into product development and marketing initiatives. The company’s other brand ambassadors include Julie Bowen, Jennifer Garner, Hayden Panettiere, Emma Roberts, Kristen Bell and Gabrielle Union.
“Kerry has her pulse on fashion and beauty and we’re eager to hear her input, as well as valuable insights from her fans, in marketing, research and development, and with our retail team,” said Freyre.
The Emmy-nominated “Scandal” star herself was on hand at the company’s Los Angeles headquarters to meet with board members and scientists.
“For me, there has to be a connection between health and beauty. Those things can’t be in a vacuum and I think Neutrogena really champions healthy skin and beauty with a focus on health. So I gravitated toward their values and commitment to quality,” she said. “The more I met with these smart women, scientists and executives, it became clear that the company really values intelligence and the well-rounded beautiful woman, and I felt that was something I could really get behind.”
Washington’s reputation for authenticity earns her a fiercely loyal fan base, a segment of women Neutrogena is eager to connect with as well. Her first ads will appear in early 2014, touting the launch of the Visibly Even line’s BB creams as well as core products such as the Makeup Remover Wipes.
Washington said, “For me, the creative consultant role is also fun because I get to bring my fans on this adventure with me. They know that I’m not just telling them that I’m passionate about a product because I have to say that contractually. They know that I have a voice in the company and that I’m discovering and learning more about skin health all the time and giving the company feedback. ”
As for the products, two of Washington’s favorites are the Healthy Volume Mascara and the Makeup Remover Wipes. “I’m obsessed with them,” she said, “But in terms of getting to discover and play with the full product line, I get to do that with my fan base. It’s a much more real connection.”