Top beauty brands have begun to embrace major black celebrities as their beauty ambassadors. Could this be a sign that companies are starting to figure out that black celebrity spokeswomen can bring big bucks to the beauty biz?
The leading black celebrities who have scored multiyear, multimillion-dollar contracts in recent years have been: Beyonce for L’Oreal, Rihanna and Queen Latifah for CoverGirl, Halle Berry for Revlon, Gabrielle Union for Neutrogena and, most recently, Zoe Saldana for Avon. There is rhyme and reason to how these major companies choose their celebrity faces.
Avon’s recent selection of Saldana is a good example. With the success of ‘Avatar’ and ‘Star Trek,’ she’s Hollywood’s new “It” girl. Avon saw the potential in Saldana and offered her an amazing contract to represent the company’s new fragrance, Eternal Magic, which debuts in April. In addition to representing Eternal Magic, Saldana will also be featured in the company’s brochure as the face of Avon’s color cosmetics collection.
CoverGirl is another example. The brand isn’t looking for the “the girl next door,” but it is looking for a celebrity face that is more accessible. Queen Latifah is the quintessential CoverGirl. She is beautiful and can be glamorous, but she can also be very every day.