NEW YORK — L’Oréal has signed Diane Keaton to represent the L’Oréal Paris Age Perfect Pro-Calcium skin care line the beauty giant will launch in July.
It’s the first L’Oréal Paris brand to target women aged 60 and older in the U.S.
“I love that L’Oréal is a company known for empowering women,” Keaton stated, noting she’s “known L’Oréal products for years” and admires the company for its “charity work.”
“Diane Keaton is a natural beauty,” said Carol Hamilton, president and general manager of L’Oréal Paris, “and because she’s been successful and remained true to who she is from the time she was Annie Hall, women trust her. A lot of women feel they know Diane.”
L’Oréal USA does not disclose terms of its celebrity deals, but industry sources speculated the 60-year-old, Oscar-winning actress could receive at least $1 million each year of a multiyear contract.
The news comes less than a week after L’Oréal signed Jane Fonda to be the face of Pro-Calcium’s sister brand, the Age Re-Perfect Pro-Calcium treatment line. “Jane is representing L’Oréal in Europe and Diane is representing L’Oréal in the U.S.,” Hamilton explained.
Fonda and Keaton fill out a veritable galaxy of celebrity signers for L’Oréal, including Beyoncé Knowles, Scarlett Johansson, Penélope Cruz and Eva Longoria.
Age Perfect Pro-Calcium, which features two day creams and an eye and lip cream, is intended for a demographic so far unaddressed by L’Oréal Paris — the 60-ish woman. The brand’s existing Age Perfect line is positioned for women in their 50s, and Revitalift targets women in their 40s.
“I love that L’Oréal is found all over the world,” stated Keaton, “and is made for women of all ages, and for women of all skin colors.” The actress will also represent Age Perfect Skin Supporting & Hydrating Makeup.
Hamilton claims Pro-Calcium represents a first — the topical use of calcium. “It works to redensify skin,” said Hamilton. “It makes skin thicker, with a stronger moisture barrier. It looks younger at the same time.”
Each Pro-Calcium items is $24.99. There are two versions of the Restorative Hydrating Day Cream, one scented and one fragrance-free. They contain SPF 15 and L’Oréal’s proprietary Continuous Calcium Complex, designed to impart calcium “into the skin, restoring skin’s texture and overall radiance,” the firm stated. The eye and lip cream is designed for the moisture barrier around the eye and to prevent lipstick from feathering.
Industry sources estimate the trio could generate $25 million in retail sales volume the first year in mass market doors.
Print ads featuring Keaton will run in about 10 magazines, visuals breaking in late summer titles that have yet to be finalized. There also will be national broadcast advertising. Sources speculated the company may spend $12.5 million to promote Pro-Calcium.