Using well-known actresses to promote luxury brands is nothing new. But only certain ones can command those mega-millions.
Actress Julia Roberts was selected as the new face of luxury beauty brand Lancôme this past January for a reported $20 million. She’s proved so popular and a great coup for the luxury company that they’ll willing to shell out more money to keep her.
Lancôme is expected to sign a new five-year $50 million deal with Ms. Roberts.
According to an insider, “She’s been credited with making Lancôme an even bigger success since she came on board.” The brand has reportedly made nearly $100 million since she joined.
Often, it only takes one top celebrity to draw consumers and revitalize the brand. The right celebrity helps a brand gain instant attention, and in the case of L’Oreal-owned Lancôme, Julia Roberts appears to be that celebrity.
photo credit: lancôme