This week, Drew Barrymore announced that she would be the newest fresh-faced spokewoman for CoverGirl. She joins a long line of past CoverGirl models, from Christie Brinkley to Queen Latifah.
For years now, cosmetic companies have turned to big-name actresses instead of your friendly neighborhood supermodel to advertise their wares. It’s no longer Cheryl Tiegs or Cindy Crawford or Linda Evangelista selling you the latest in long-lasting lipstick and wrinkle-reducing creams. Now it’s Oscar winners, from Diane Keaton to Halle Berry to Nicole Kidman, hawking everything from foundation to perfume and hair products. Since the tide has clearly turned from spokesmodels to spokesstars, my question is, is it really more effective?
Are you more likely to buy hair coloring because Sarah Jessica Parker says it makes her locks extra lustrous than you would if a run-of-the-mill glamazon with supernaturally shimmering hair were to tell you the same thing? When celebrities lend their names and faces to beauty products, does it bother you, or does it make the consumerism more palatable? Me, I think everyone needs to make a living. But since I’m a soap-and-moisturizer kind of gal, Penelope Cruz can smile pretty all she wants — I’m still not buying a thing.