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
Cool. We were just watching one of the CNN reporters do her makeup on the sattelite uplinks and she was totally wearing using CoverGirl. I personally don’t like the texture of their powder and even though I’m just a regular gal, I prefer brands like Mac and Christian Dior when I’m news anchoring and Bare Minerals when I’m just going out or hanging with the fam. Oh well, I suppose make-up is my splurge item. I get to write it off on my taxes anyway.
I love that the big companies are using women with wrinkles (Ellen and Diane Keaton).
I dont even think Ellen is that wrinkly. I think she looks pretty good for 50. And much more natural than her contemporary, Vadge.
Agree, Sandy. I love the Diane Keaton commercials – and I like this move of beauty product companies to choose women who aren’t the standard Va-Va-Voom Beauty, but rather attainable, normal, real – and without plastic surgery.
But I detest those Drew Barrymore ads. She’s wearing too much make-up – it’s like Brown Face (instead of Blackface, get it?).
Because all women want to look like a stretched out badly made saddle ?
I thought Ellen was the groom?
Whatever. I think this is Cover Girl making a clever marketing move. What happened to using models? I think they are trying too hard by saying ‘Look! We’re using a middleaged gay woman as a cosmetic spokesmodel! Aren’t we progressive?
Ellen is a fine comedienne but lord, cosmetic spokes model? I could see Portia maybe as she used to model but this is just…meh.
The point is to find a spokesface that represents American women. Being gay has no bearing, it’s the fact that she’s a not-fifteen-year-old, accessibly attractive adult. Target audiences CAN be improved by CG the same way Ellen is, but they can’t turn back the clock to look like the pre-menstrualites usually featured in their campaigns.
Why not use Ellen? Her skin looks good and she’s got great coloring. Plus her appearance seems attainable–not that she isn’t attractive, but that she looks like a normal person and not an airbrushed model.
The only surprising thing is that the name of the company is Cover GIRL.
I think it’s great. Ellen is a very beautiful woman in an understated way. Natural, fresh. And real. I can imagine sitting around with her, talking about this great lip gloss she found at Target, just like you would with any of your other girlfriends.
I love how she looks!
Love Ellen. The wedding photos in People were soft and romantic. I think She’s aging beautifully.
Perfect face for Cover Girl.
I’m with those in favor of Ellen’s CG gig. She’s a real person who will do the products far more justice — in terms of how they appeal to normal women — than a supermodel of any age.
I think it’s a marketing masterstroke; she looks age appropriate and has a great youthful personality that shines though.
The market for cosmetics and skincare for the “older lady” is growing as women are remaining in the workplace for longer and keeping a more youthful outlook (not looking at anyone in particular, Skyo :wink:) – but they want to buy something that’s going to suit their skintone and texture.
Some of you people are so tasteless.
There is no “groom” in a lesbian relationship ER. Or are you too stupid to understand that?
Ellen’s got that lovely natural, outdoorsy, wash&go thing going on. Great choice for CG.
I thank God every day that I am a man.
Older lady? Me?
Ellen seems like a nice person, but I hardly see her as someone you want promoting your line of makeup. “Cover Girl: For women who don’t really care if they’re made up or not!” Seems like a PC move to me … and I doubt young women, in particular, will buy it. Literally. Are there no feminine celebrities left?
I’d never accuse you of being “a laydee” Syko 😛 (sorry, everytime I think of that word now, it comes out like rubbish-transvestite Emily Howard on Little Britain 😆 )
Ok – how about we change “older lady” to “epidermically-mature”?
“Will you be having cake?
Only if there’s a LAYYYYDEEEE’s cake…”
“Don’t forget to sit down when you pissss.”
LMAO… oh, Emily
ELISHA,,,,I think alot of women like certain make-up products that are made by the companies you mention…I have always used combination foundation/powder in the oblong compact by Cover Girl, but I love Benefit’s blush and Bobbi Brown’s powder, and Rimmel’s eye products ( mousse masacra rocks )…Ellen will do great as the new model/cover girl spokes-person, because she interacts well with everyone…..and I love her sense of humor. Cover Girl, you made a wonderful choice!!! ELISHA?? Can you tax deduct all of mine? ( LOL..kidding )
I must say though, much as I like the idea of Ellen being a CoverGirl, I doubt it’ll make me buy any of their products – I do like my expensive products. I’ve pale Celtic skin so most commercial foundations are too dark or too yellow for me – and I refuse to have an orange face.
So it’s either Kiehl’s tinted moisturiser or Perscriptives foundation for me. Guerlain is my favourite power-compact, but the Perscriptives loose powder is lovely. I prefer Clinque or Benefit for lipsticks (Guerlain or Dior for gloss). But I like Barbara Daly for Tesco for mascara and eyeliner. I don’t mind spending a good amount of money on it as the stuff does last me ages. I’m still trying to use up a Pout eyeshadow I bought some years ago and am using semi-regularly!
Ellen will definitely prompt me to buy CG’s products. I’m all about the drugstore brands, baby! Because I’m too cheap and lazy to go to a department store, but still …
You’re right, Mairead, no fun in being a lady.
I’ve actually been really lucky with skin, in spite of ignoring it and never using moisturizers or doing anything for it, it’s still supple and fresh looking and I’m just now getting laugh lines around my eyes. Of course being fat as a pig also helps keep wrinkles away. 😆 I have noticed dryness lately, especially on my hands and feet, I may have to invest in moisturizers.
I never use eye makeup because I’m horribly allergic to it, if I put on even the best hypo-allergenics, the whites of my eyes turn red and my eyelids itch, crack open and bleed. But I do use Cover Girl blush, they have great colors. And usually Maybelline eyebrow pencil and Revlon lipstick – I’m a drugstore brand girl myself.
There is no “groom” in a lesbian relationship ER. Or are you too stupid to understand that?
Grow a sense of humor Kristin, or go vote Republican.