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Article: Putting their best face forward. (cosmetics industry advertising strategy)
- Article from:
- U.S. News & World Report
- Article date:
- June 12, 1989
- Author:
CopyrightCOPYRIGHT 1989 All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Cosmetics firms are hunting for images that will appeal to more age and ethnic groups
Only a few years ago, model Christie Brinkley was most everyone's idea of the perfect beauty. No longer. The athletic, blue-eyed blonde still promotes Cover Girl makeup's "America's Look," but most firms, eying the $23 billion international cosmetics-and-fragrance market, are scrambling for faces with global appeal. Last year, Estee Lauder replaced the Brahmin-like Willow Bay with cosmopolitan Czechoslovak ingenue Paulina Porizkova. Elizabeth Arden, formerly represented by the prim Park Avenue look of Jacki Adams, found a fresh face in sultry Norwegian model Vendela ...