Estée Lauder Signs Eva Mendes As the Face of Its New Skincare Line
Actress Eva Mendes is adding another beauty campaign to her résumé: she’s been tapped to rep Estée Lauder’s upcoming New Dimension skincare collection, with digital, TV and print ads unrolling in Fall 2015. The range, meant to help define facial contours, will include products like Shape + Fill Expert Serum and the intriguingly named Expert Liquid Tape.
Not positioned as an anti-aging line, New Dimension will instead be targeted at women of all ages and promises “transformative” effects. The products are expected to hit counters in North America in July and worldwide in September, according to WWD.
The 41-year-old star has previously fronted campaigns for Revlon, Calvin Klein’s Secret Obsession perfume and Thierry Mugler’s Angel fragrance. Earlier this year, Mendes also co-founded her own “masstige” colour cosmetics brand, Circa, created in partnership with mega drugstore chain Walgreens and beauty manufacturer Maesa.
“Since my teenage years, I have always admired Estée Lauder, the woman and the brand,” said Mendes in an official statement. “I’m excited to represent New Dimension skincare because I can relate personally to what it stands for—the power we have as women to take control and transform our own beauty.”