NEW YORK — Christy Turlington has returned to her roots. Her makeup roots, that is. The former supermodel and Maybelline spokeswoman has signed a contract with Maybelline New York to represent the brand’s Instant Age Rewind Cream Foundation.
TV ads featuring a glowing, radiant 37-year-old Turlington will begin appearing at the end of August. Print ads will break in September beauty magazines. Turlington will also appear on the brand’s Web site, Maybelline.com, and in product and branding campaigns.
Maybelline would not comment on how much the multiyear contract was worth, but deals such as these typically pay spokespersons of Turlington’s caliber more than $1 million per year. Maybelline New York generates more than $400 million a year in U.S. retail sales, excluding Wal-Mart, according to Information Resources Inc.
Turlington looks to target a slightly older demographic — 35 and over — than Maybelline New York usually courts.
Turlington first joined the Maybelline family in 1991, staying on for nearly a decade. During that time, she earned a degree in comparative religion and philosophy from New York University; started an apparel line, Nuala, and wrote a book, “Living With Yoga.”
Cheryl Vitali, senior vice president, Maybelline New York-Garnier (for both the Maybelline New York and Garnier brands), said Instant Age Rewind Cream Foundation is the newest addition to the Instant Age Rewind Franchise. Formulas contain avocado to hydrate skin and help halt the signs of aging.
Turlington also will appear in advertising for Superstay lip color advertising, which was recently expanded with 10 new shades.
Karen Fondu, president, Maybelline New York-Garnier is “delighted to have Christy Turlington back with the brand, as she played such an integral part in making Maybelline New York the icon it is today. Christy was the lead spokesperson that helped the brand launch its ‘Maybe She’s Born With It, Maybe It’s Maybelline’ tag line in the early Nineties.”