L’OREAL SIGNS KNOWLES
NEW YORK — L’Oreal has said her name.
Beyonce Knowles of the R&B girl supergroup Destiny’s Child has signed an exclusive worldwide contract with L’Oreal as spokeswoman for the company and its brands.
The first L’Oreal commercials featuring Knowles are expected to bow this spring. However, because L’Oreal’s offices here were closed for the President’s Day holiday, company officials could not be reached for comment on the specifics of the contract.
Knowles, whose group has banked five Grammy nominations and sold 15 million albums and singles worldwide, including the hit, “Say My Name,” joins a list of celebrities including Andie MacDowell, Heather Locklear and Nastassja Kinski. Like them, Knowles is expected to endorse L’Oreal’s motto, “Because I’m worth it.”
“Beyonce is a wonderful addition to our L’Oreal family of spokespeople,” said Carol J. Hamilton, senior vice president and general manager of the L’Oreal Consumer Products Division of L’Oreal USA, Inc, in a statement. “[She is] a perfect choice to embody the L’Oreal phrase, ‘Because I’m worth it’.”
“This is the icing on the cake, I can’t wait to open a magazine and see myself in L’Oreal,” Knowles stated.