Actress Gwyneth Paltrow Tapped As Newest Face Of Estee Lauder
This article was originally published in The Rose Sheet
Executive Summary
Estee Lauder will launch a new advertising campaign for its Pleasures women'sfragrance later this year featuring Gwyneth Paltrow, the firm said. Lauder announced it had signed a multi-year contract with the actress on May 23
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Estee Lauder will launch a new advertising campaign for its Pleasures women'sfragrance later this year featuring Gwyneth Paltrow, the firm said. Lauder announced it had signed a multi-year contract with the actress on May 23. The campaign will include print ads and television spots that will break during the holiday season, commemorating the tenth anniversary of the Pleasures fragrance brand, Lauder noted. The ads will be reminiscent of fragrance's previous media support, with an emphasis on "simple pleasures," the firm said. Following the Pleasures campaign, Paltrow will appear in global advertising for additional Estee Lauder fragrances and makeup collections, according to the company. The actress likely will next be featured in ads for the White Linen scent in spring 2006, Lauder said. "Gwyneth Paltrow is perfect for Estee Lauder," the firm stated, adding she "personifies the image of our brand. She is aspirational and stylish while being grounded, family-oriented and approachable." Paltrow is known for her Academy Award-winning performance in the film "Shakespeare in Love." She also will appear in upcoming movies including "Proof" and "Running with Scissors." The actress joins existing Lauder spokesmodels Carolyn Murphy, Liya Kebede and Elizabeth Hurley. Hurley, who has been a Lauder spokesmodel since 1995, was named the new face of Lauder's Re-Nutriv skin care range in a same-day announcement. Print ads featuring the model/actress will likely break this fall, Lauder said. Re-Nutriv is the brand's largest global franchise and comprises a "significant share" of its skin care business, the company added. The range was introduced in 1958 by company founder Estee Lauder and features luxury skin care items priced from $115 for the signature "gold" line to $250 for "platinum" products, the firm said. Re-Nutriv products include Revitalizing Comfort Creme ($115) and Intensive Lifting Series ($250). The line also features lower-priced items such as Intensive Hydrating Crème Cleanser ($39) and Firming Eye Crème ($55). |