L’OREAL SIGNS DE ROSSI
Byline: Julie Naughton
NEW YORK — Portia de Rossi, best known for her role as attorney Nelle Porter on the hit TV show “Ally McBeal,” has joined the beauty industry’s growing list of celebrity spokesmodels.
De Rossi has signed an exclusive worldwide contract with L’Oreal to promote the NutriVive line of shampoos and conditioners. Her duties probably will extend to other L’Oreal brands in the future, said Carol Hamilton, senior vice president of marketing for the L’Oreal Retail division of Cosmair.
NutriVive, a three-stockkeeping-unit hair care line designed to protect hair from future damage, began shipping in July.
The TV commercial will break Monday, during an airing of the NBC show “Passions.” A print campaign is in the planning stages and is slated to be launched later this year, said Hamilton.
While Hamilton declined to comment on NutriVive’s advertising budget or projected first year retail sales, industry sources estimated that L’Oreal will spend $10 million in the first 12 months to promote the line.
Industry sources also estimated that the line could capture a 2 to 3 percent share of the mass shampoo and conditioner markets, which could mean first-year retail sales of up to $80 million.
According to tracking firm Information Resources Inc., retail sales in the mass shampoo market topped $1.69 billion for the 52 weeks ended July 18, while conditioner retail sales in that same period reached $970 million.
“Portia is the perfect combination of hair, beauty and brains, and she is such a role model to younger women,” said Hamilton. “We’re proud to have her representing this brand.”