MODELS ON THE MOVE
Byline: Soren Larson
NEW YORK — Add two new names to the roster of beauty spokesmodels.
Elizabeth Arden has signed runway veteran Amber Valletta to be its exclusive face, replacing Vendela, who parted ways with the company last year and joined Revlon.
As reported, Revlon has added actress Halle Berry to its stable, which already includes, among others, Cindy Crawford, Claudia Schiffer, Daisy Fuentes, Veronica Webb and actress Melanie Griffith.
“I started my career by being in beauty pageants,” said Berry in an interview Thursday. “I’ve always loved beauty and fashion. So when Revlon approached me, I jumped at the chance. I’ve been approached before, but I grew up using Revlon products and I knew the line.
“It was also important for me that they be involved in women’s health issues,” she added. Revlon is one of the industry leaders — along with EstAe Lauder and Avon Products — in raising money for breast cancer research.
While she said she welcomed the new opportunity, Berry noted she waited until she had become established as an actress before adding modeling to her rAsumA.
“It would have been dangerous four or five years ago” to take a modeling job, she said, “because then I might not have been taken seriously.
“I think I’m considered to be a serious actress now — I’ve played several character roles,” continued Berry, who has had roles in nine films.
Revlon’s latest recruit is also aware of the significance of being a black woman representing a cosmetics brand.
“When I was growing up, it was very hard to find black images of beauty,” she said. “Things are changing, and I want to be a part of it.”
The actress will make her Revlon debut in a commercial slated to air during the Academy Awards broadcast March 25. The first ad and her next few assignments will involve In the Flesh, Revlon’s spring color promotion.
Berry also will make appearances throughout the year at Revlon-supported fund-raisers.
Her latest movies are “Executive Decision,” opening Friday, and “Race the Sun,” which will hit theaters later in the month.
Last year, Revlon’s advertising and consumer-directed promotional expenditures increased 29.3 percent to $302.3 million.
At Arden, the 22-year-old Valletta has just completed shooting a print campaign for 5th Avenue, the company’s fall fragrance launch. The model, who was recently tapped to co-host MTV’s “House of Style” program, will be used in upcoming campaigns for skin care, makeup and fragrances.
Arden does not reveal advertising figures, but the company reportedly is increasing its budget substantially this year. Ceramide Night, the firm’s new treatment launch, is being backed with $5 million, according to sources.