FRANCE. Helena Rubinstein (part of the L’Oréal group) has signed up actress Demi Moore (pictured), to be its muse for both skincare and make-up, effective 2007.
The company described Moore, aged 43, as “the ideal modern and free-spirited woman whose attitude in her personal and professional life epitomises the brand’s philosophy: “˜Live Brilliantly’.”
The actress commented: “Helena Rubinstein has been known to say that she wanted her business to carry on for 300 years; she has been defining beauty since she opened her first salon in 1902, 104 years later it is an honour to have been chosen to help carry out this legacy and be part of fulfilling her dream.”
“The Helena Rubinstein brand was created by an amazing beauty icon, a woman who truly dedicated her life to giving other women more freedom and making them more beautiful with a daring avant-garde spirit,” explained Patricia Turck-Paquelier, President of L’Oréal Luxury Products Division’s Prestige and Collections International.
“Demi Moore perfectly matches the Helena Rubinstein philosophy of beauty. An independent woman, she is powerful, charismatic and glamorous – just brilliant.”
Born in New Mexico, Moore combines the sophistication of European beauty with a great success-driven American vision of femininity, L’Oréal maintains. Importantly, she is an actress, wife and mother.
Her upcoming projects include Bobby, the story of the assassination of US Senator Robert F. Kennedy; Flawless, co-starring Michael Caine, and Mr Brooks, co-starring Kevin Costner and William Hurt.
“We want to express through Demi Moore’s inspiring personality all the aspects of the Helena Rubinstein woman,” said Simona Cattaneo, newly appointed International General Manager for the brand.
“Nobody could be a better muse for the new Helena Rubinstein – a brand which has been successfully repositioned as the premium luxury beauty brand of L’Oréal Luxury Products division portfolio, a brand which combines advanced scientific research and absolute glamour.”
MORE STORIES ON HELENA RUBINSTEIN
Helena Rubinstein names new General Manager – 20/09/06
Helena Rubinstein expands its skincare genius – 07/08/06
