First, the news: Elle Macpherson, (photo, right) the 44-year old Tasmanian-born supermodel best known for her glossy appearances on the covers of Elle and Sports Illustrated, as well as her numerous engagements as the face of Victoria's Secret, has been tapped as the "global brand ambassador" for Revlon.
She'll join the current roster of the cosmetic firm's brand faces, which include actresses Halle Berry, Jessica Alba, and Beau Garrett, in a move that the company says "continues the long-standing tradition [Revlon] started of partnering with the most beautiful and iconic women of the time to represent the brand."
She'll be featured in upcoming global campaigns, none of which have been revealed, and will also be involved in the company's various sponsored philanthropic activities.
Now, the air kisses between Revlon prez and CEO David Kennedy and Ms. Macpherson:
"Elle's special qualities as a businesswoman, beautiful and talented model, actress and mother represent the essence of the Revlon brand," said Kennedy in a statement.
"Revlon is an iconic brand, bringing high quality products to women around the world and is complementary to my values," said Macpherson, also in a statement. "I am proud to join Revlon in its celebration of women and in its long term commitment and support for education and research to advance women's health and particularly, to fight women's cancers."
Alright, yadda yadda yadda. But what does this mean?
First of all, they're not saying it, but we have to think that there's at least two things going on here.
First is a cheap purchase of a marketable name that's a little past it's prime. Think about it: what's the last hot campaign, like big big spend campaign, that you can remember featuring Elle Macpherson? Still scratching your head? Question answered. She prolly came pretty cheap, which isn't a bad thing when marketing budgets at even the biggest spenders look like they're getting crunched. (For more on that, check out our regular news story, here.) But do you remember the name Elle Macpherson? Yeah, we thought you might. Bingo!
SIDE THEORY: One of our friends thinks Elle might actually be the face of the brand's anti-aging product line, dubbed "Age Defying," which has featured celebs including Melanie Griffith, and Julianne Moore, in the past. Revlon hasn't yet revealed exactly which campaigns Elle will be appearing in, just that they'll be global.
Second, it would seem, is a play at attracting the older consumer set, the ladies about our mom's age, maybe a little younger or a little older, who probably remember idolizing Macpherson when she was hot, and they were also her age. Like Elle, they're around 44 years old, and want to feel that you can still be glamorous at any age. And from a sales perspective, it makes sense if you consider that the size of the boomer generation.