The Celebrity Connection

Enlisting the aid of star endorsements is stronger and farther-reaching than ever in the beauty business.

From the most luxury to mass, brands forging contracts with a celebrity, who is popular with a targeted audience, seems to be a favored strategy. Recent alliances include pop music stars from the 1960s, The Oscars, a NASCAR driver and an up-and-coming young actress.

Pop Diva Chosen Beauty Icon

M.A.C Cosmetics has named Diana Ross its Beauty Icon for 2005. “Diana is a supreme choice for our second Beauty Icon Series,” said John Demsey, M.A.C global president. “Not only is she a global style icon but also a timeless and exquisite beauty. As a multi-talented performer who expresses her individuality through fashion and make-up, she’s all that M.A.C admires.”
The Beauty Icon Series, a limited edition of color cosmetics, rolled out at M.A.C locations worldwide on Jan. 20. The collection focuses on the pink and bronze/coral color families and luster-filled finishes that mirror the diva’s dynamic personality, according to M.A.C.
In addition to the essential color collection for the eyes, lips and face, M.A.C has created two shimmering shades of a special edition Beauty Powder in a pink-chromed compact, accompanied by an array of short, pink-handled, pink-bristled brushes.

And the Oscar Goes to…

Estée Lauder treated the elite group of actors who were nominated in the Best Actor/Actress and Best Sup­porting Actor/Actress categories to a personalized experience at the Estée Lauder Beauty Spa in the penthouse suite at The Regent Beverly Wilshire from Feb. 23 through Feb. 27.

It was the fourth consecutive year that Estée Lauder brought together the most trusted estheticians, stylists and beauty gurus to form the “Dream Team” for the exclusive Estée Lauder Beauty Spa in Beverly Hills during the week leading up to the Oscars.

Celebrities were able to develop their own specially tailored spa day with a friend or family member—choosing from a complete menu of beauty and spa treatments performed by specialists in each field.

Estée Lauder spokesmodel Carolyn Murphy was in attendance at the 2005 Estee Lauder Beauty Spa, along with Estee Lauder’smale spokesmodel, Jon Passavant.

Starlet Is Face of Neutrogena

Neutrogena has signed actress Hayden Panettiere to be the latest “Face” of Neutrogena, appearing in the company’s national advertising campaign.

“Hayden Panettiere is a young, talented and vivacious woman who radiates the fresh, healthy look of Neutrogena and we are thrilled to have her join our team,” said Jan Hall, Neutrogena president, North America.

Panettiere’s credits include feature film and television roles. She has also received award nominations including that of Best Young Actress in a Daytime Series from the HollywoodReporter and a Young Star Award for Best Young Voiceover Talent for her work on “A Bug’s Life.” She also received a Grammy nomination for Best Spoken Word Album, for “A Bug’s Life Read-A-Long.”

Panettiere will be featured in Neutrogena’s national TV and print campaigns. She joins fellow Neutro­gena spokespersons Kelly Preston, Mischa Barton, Gabrielle Union, Jennifer Freeman, Julie Bowen, Kristin Kreuk, Paola Rey and Jason Taylor, each of whom will continue in their respective roles as Neutrogena representatives.

NASCAR’s Audience Is Target Too

Garnier Fructis has signed Hendrick Motorsports and NASCAR star Brian Vickers in a multi-year agreement which calls for Garnier Fructis to be a major associate sponsor of the No. 25 Chevrolets driven by Brian Vickers in the NASCAR NEXTEL Cup Series. The deal marks the first foray into motorsports by Garnier Fructis, the unisex haircare brand owned by L’Oreal USA.

In addition to the associate-sponsorship on the race cars in 2005, the union will be highlighted when Vickers and the No. 25 car are colorized in the trademark bright green Garnier Fructis color scheme in two races—April 17 at Texas Motor Speedway and Aug. 7 at Indianapolis Motor Speedway.

“NASCAR has enormous universal appeal,” said Karen Fondu, president, Maybelline New York-Garnier. “NASCAR is more than a sport; it’s a lifestyle. Like Garnier Fructis, NASCAR is dynamic, spirited and all about high performance.”

Under the associate sponsorship agreement, Brian Vickers will serve as a spokesperson for Garnier Fructis haircare and styling products. His likeness will be featured in print advertising, at point-of-purchase and in-store displays, and throughout public relations campaigns and Internet initiatives.

“Hendrick Motorsports is proud to be associated with the folks at Garnier as they embark upon their first season,” said team owner Rick Hendrick. “Haircare products represent a new and unconventional sponsorship category for a NASCAR team, which is certainly a positive thing for everyone in our sport. We’re happy to welcome Garnier to the family and look forward to many years of success.”