Desperate Housewives proves sponsorship winner
significant amount of sponsorship from the industry, with three of
the leading stars reported to be putting their names to new lines,
reports Simon Pitman.
Desperate Houswives has proved a clear ratings winner in the US and is currently wooing audiences in Europe, where the first series has started screening. Off the back of its huge popularity its cast of 30- and 40-something female leads have proved to be particularly enticing to cosmetic companies wanting to promote new lines.
Leading actresses Teri Hatcher, Nicolette Sheridan and Eva Longoria have all recently announced cosmetic sponsorships off the back of the shows success. Eva Longoria recently signed a deal said to be worth $1.9 million to become the new face of L'Oreal, while Sheridan has signed up to promote the Nu Glow line of skin care and anti-aging products.
Not to be outdone by her fellow cast members, FemaleFirst reports that Teri Hatcher, probably the show's leading star, is also set to launch her own line of as yet unnamed cosmetic products, together with a fashion product line.
Menwhile another leading Hollywood actress, Heather Graham, is set to represent Garnier's 100% Color as the hair color brand's new celebrity spokesperson. Graham will be featured in a national TV and print advertising campaign for the brand beginning this month.
The signing of Graham marks Garnier's first foray into celebrity endorsement for a beauty product.
Graham joins a roster of Garnier celebrity spokespersons including Sarah Jessica Parker, who represents Garnier's sister hair color brand Garnier Nutrisse, and NASCAR racecar driver Brian Vickers, who recently signed with mega hair care line, Garnier Fructis.
The company said that in Graham's debut advertising campaign, she is wearing shade # 913 - Light Beige Blonde.
