NEW YORK — Procter & Gamble’s CoverGirl makeup said Drew Barrymore would be the latest face to tout the brand, and would also serve as co-creative director for a new TV spot set to air in January 2008.
“Drew is a wonderful addition to the CoverGirl family and her role–both in front of the camera and behind the scenes as co-creative director–is new and different for the cosmetics industry,” Esi Eggleston Bracey, vp, gm at CoverGirl Cosmetics North America, said in a statement. “We wanted to honor Drew’s passions as a filmmaker and are thrilled she is not only lending her beautiful face to CoverGirl but also lending her artistic talents as the co-creative director of the ad campaign.”
“I am honored to be associated with a brand that has been at the forefront of their industry for almost 50 years,” Barrymore said in a statement. “To be chosen not only as the newest face of CoverGirl, but also as a co-creative director of my first TV commercial is truly amazing.”
CoverGirl spent more than $90 million on advertising in 2006, per Nielsen Monitor-Plus. WPP Group’s Grey, New York, handles the business.