The drugstore cosmetics giants are pretty smart about choosing celebrity spokesmodels. They know that everyday women buy their makeup and they want to maintain wide appeal so they pick celebrities from all backgrounds to model their product. Covergirl spokesmodels have included Queen Latifah, Drew Barrymore, and Rihanna.
Revlon is also using the tactic of picking from the whole range of celebrity beauty, with a focus on the after-40 set. Their celebrity representatives have included Halle Berry, Salma Hayek, Susan Sarandon, and Julianne Moore.
With it’s new celebrity face, Covergirl is also targeting an older demographic. They’ve chosen likable talk show hostess Ellen DeGeneres to represent the line. Ellen joked on her show that people were calling her pregnant, but said she wanted to set the record straight that it’s not true and then launched into the story about her new modeling job:
New season, new studio, new bride and a brand new gig – as Ellen DeGeneres divulges on Tuesday’s The Ellen DeGeneres Show.
“You know how I always like to share what’s going on in my life with you all, and I was going to give you some news and, unfortunately, rumors started circulating all over the Internet,” DeGeneres, 50, informs her audience about the something new in her life that will take effect in January – and is bound to have her glowing.
“I am here to set the record straight right now. I am not pregnant. It just turned out to be a bump. I went and had it checked out,” she wisecracks.
Then came the real announcement: “I am the new face of CoverGirl.”
Striking an exaggerated model-like pose, DeGeneres then explains, “That’s the first thing they teach you when you’re a CoverGirl.”
[From People]
Ellen may sound like a surprising choice but if you think about it she’s perfect to represent makeup. She’s an attractive person who doesn’t fuss over her appearance that much and when she’s done up by a makeup artist the difference must be noticeable. People might think “If they can do that for Ellen, I’m heading out to the drugstore right now to get some Cover Girl.”
Ellen is shown at the Stand Up To Cancer telethon on 9/5/08. Credit: Albert L. Ortega / PR Photos
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