Last month, WWD reported that models were finally taking back their turf. After years of celebrities moving in on their territory — magazine covers, ad campaigns, etc — the professionals seemed to be back on top. Well, models, you may want to watch your perfectly toned backs, because Almay has decided to go with a celebrity as their next brand ambassador. This summer, actress Kate Hudson will be joining model Elaine Irwin Mellencamp in the beauty brand’s print, store, television, and web advertising.
Hudson, who is known for her effortless L.A., fun-in-the-sun appeal does seem a good fit for the brand that prides themselves on natural looking beauty, opting solely for neutral tones rather than the glitz and glam that some other makeup companies put out.
“Almay is known for its fresh, effortless approach to beauty,” Hudson said in a statement announcing the partnership. “I share that philosophy and I’m honored to be partnering with a brand that believes cosmetics should bring out the natural beauty inside every woman. At the end of the day, we all want to have fun and feel beautiful — that’s what Almay is all about.”
This will mark Hudson’s second entree into the beauty world, her first being a product collaboration with hairstylist David Babaii’s line WildAid. No official information has been released regarding the details of Kate’s contract, but considering parent company Revlon’s past deals, the actress could be making between $1 and $3 million.
Though we think Kate is a good choice for Almay’s next round of advertising, we must offer a warning: Keep your eyes open, Mellencamp. You may have been at Almay for five years, but there’s a celebrity moving in on your territory.