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

From the most prestigious to mass, brands forging contracts with a celebrity that 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.

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.

Estee Lauder will treat the elite group of actors who are nominated in the Best Actor/Actress and Best Supporting Actor/Actress categories to a personalized experience at the Estee Lauder Beauty Spa in the penthouse suite at The Regent Beverly Wilshire from Feb. 23 through Feb. 27. If the individual prefers, Estee Lauder’s Mobile Spa will bring the ultimate in pampering to the privacy of their homes or hotel rooms.

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

Celebrities will be 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.

The celebrity guests will also be given a gift bag that includes a collection of Estee Lauder’s must have makeup, skincare and fragrances. The women’s bag is an iconic white leather Skorpios Shopper made to be a bit larger than the runway piece, with super glamorous gold lining and hardware. For male nominees, Kors created a special version of what he calls “the ultimate men’s bag”, a canvas tote with luggage leather straps and suede lining.

Estee Lauder spokesmodel Carolyn Murphy will be in attendance at the 2005 Estee Lauder Beauty Spa, along with Estee Lauder’s male spokesmodel, Jon Passavant. Both spokesmodels will be available for interviews upon request. The Estee Lauder Dream Team will be available to the 2005 nominees by appointment only from Wednesday, (the date of the Academy Awards(TM) ceremony).

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 Hollywood Reporter 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.”

As a new spokesperson for Neutrogena, she will be featured in both 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 role as Neutrogena representatives.

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 No. 25 GMAC / ditech.com Chevrolets 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.”