September 2008
Comedienne and talk show host Ellen DeGeneres will be Procter & Gamble's new CoverGirl next year.
The Procter & Gamble Cosmetics brand chose the DeGeneres for new ads starting in January 2009.
“Ellen is the quintessential CoverGirl,” said Esi Eggleston Bracey, a Procter & Gamble vice president, in a statement. “She is smart, confident, natural and beautiful from the inside out.”
Financial terms for the deal were not disclosed. Other CoverGirl celebrities have included Queen Latifah and Drew Barrymore.
Cincinnati-based Procter & Gamble’s brands include Tide laundry detergent, Gillette razors and Crest toothpaste.
P&G Beauty products are sold in 130 countries and have annual sales of more than $22 billion.
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