It isn’t very likely that Julia Roberts will be knocking on doors selling Avon, or working the nearest department store beauty counter. Robert’s has actually been announced as Lancôme’s “global ambassadress.” A pretty fancy title, although I also doubt she will be trotting the globe solving international crises. What will she actually be doing?
Well no news yet on the details of her endorsement deal. Executives rather leave us at the edge of our seats until early next year. It is safe to say she will be appearing in all forms of advertising campaigns for the company. The actress has been known to command salaries of over $20 million for her projects, it will be interesting to see what a job as Cosmetic Ambassadress goes for these days.
The makeup company is not shy to soliciting celebrity endorsements, in the past celebrities like Isabella Rossellini, Kate Winslet and Anne Hathaway have all lent their fame to promote the brand.
“By her remarkable personality and career, Julia Roberts is an emblematic woman of her time,” said Youcef Nabi, president of Lancôme International to WWD. “Her exceptional talent, her radiance and her strong commitments perfectly echo Lancôme’s values. We are convinced she will embody the brand in the most sublime way possible.” In other words, big name will bring in the big bucks.
Times sure have changed; WWD reports that a decade ago it was nearly impossible to get a celebrity, much less a celebrity like Julia Robert’s to appear in a product advertising campaign. Those tactics were left to companies overseas. Yet, today celebrities seem to have infiltrated the American daily life, and the days of super models gracing magazine covers and advertisement billboards are gone. It is almost essential now for a celebrity to endorse something, to maintain their status in the kingdom of Hollywood.
Robert’s is in post-production of her two films- Eat, Pray, Love and Valentine’s Day. Looks like 2010 will be a busy year for Julia Robert’s.
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December 8, 2009A Real Hole-In-One
