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Almay Signs Elaine Irwin-Mellencamp As Spokesperson; Global Advertising Campaign to Premiere in the US March 2004

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Almay Signs Elaine Irwin-Mellencamp As Spokesperson; Global Advertising Campaign to Premiere in the US March 2004 Almay Signs Elaine Irwin-Mellencamp as Spokesperson; Global Advertising Campaign to Premiere in the US March 2004 February 25, 2004 NEW YORK--(BUSINESS WIRE)--Feb. 25, 2004--Almay, Inc. a subsidiary of Revlon Consumer Products Corporation, Inc., announces that Elaine Irwin-Mellencamp will be featured in Almay's new global advertising campaign beginning March 2004. As Almay's spokesperson, Irwin-Mellencamp joins Revlon's elite group of beautiful, multi-talented spokeswomen including Halle Berry, Julianne Moore, Eva Mendes and Jaime King each whom represent the Revlon brand. Elaine Irwin-Mellencamp will appear in a global, multi-media campaign that will include television, print, in-store and internet placements. Directed by Carlton Chase, the campaign's first television commercial for Almay Clear Complexion Blemish Healing Makeup will launch in the US market March 8, 2004 followed by spots for Almay Bright Eyes and Nearly Naked Touch-Pad Liquid Makeup and Blush. A comprehensive print campaign shot by renowned photographer and director, Dewey Nicks will debut in May 2004 with insertions in beauty and lifestyle books. "Elaine's beauty, talent, genuine warmth, as well as her personal style, really speak to the Almay brand. With Elaine there is an effortless sense of beauty that is both timeless and aspirational," said Kevin Kells, Vice President of Marketing, Almay. "Elaine expresses such passion for her family, charitable interests and career - all aspects of her very full and busy life. Elaine's beauty sensibility is influenced by her lifestyle, which makes her perfect for Almay," said Kells. Irwin-Mellencamp, a native of Gilbertsville, Pa., began her modeling career at the age of 16. She has previously been featured in advertising campaigns for Ralph Lauren, Calvin Klein and Victoria's Secret, and has graced the cover of more than 50 magazines including Vogue, Cosmopolitan, Glamour, Allure, Bazaar and Self. In 1991, at the age of 21, Irwin-Mellencamp appeared with John Mellencamp on the cover of his album, "Whenever We Wanted." They were married soon after and currently reside in Bloomington, Ind., with sons, Hud and Speck. In addition to her family and successful modeling career, Irwin-Mellencamp has a passion for car racing. In 2001 she became the first female pace car driver in the history of the Indianapolis 500 - the world's largest, single day sporting event. An internationally recognized beauty, Irwin-Mellencamp has been photographed by such legends as Irving Penn, Herb Ritts, Patrick Demarchelier, Peter Lindberg, Steven Meisel, and Bruce Weber. Her experience in front of a camera peaked her interest in the art of photography. Her shot of son, Hud, was featured on the cover of husband, John Mellencamp's most recent album, "Trouble No More" (Columbia). "I am thrilled to be associated with Almay. The quality and integrity of the brand, and their product innovation really speak to my sense of beauty. For me, makeup is about providing the perfect finishing touch - enhancing your natural beauty, not covering it up. Almay gives me a fresh, pretty look that works with my lifestyle. It's a perfect fit for me," said Irwin-Mellencamp. For over 70 years, Almay has maintained a commitment to producing the finest quality, hypo-allergenic color cosmetics for its international consumers. As a leader in skin caring beauty, every Almay product is dermatologist and allergy tested. Fewer than 500 of the 10,000 ingredients approved by the FDA for use in cosmetics meet Almay's rigorous standard for superior performance without irritation. For additional information on Almay, log onto www.almay.com. Revlon(R) is a worldwide cosmetics, skin care, fragrance and personal care products company. The company's vision is to become the world's most dynamic leader in global beauty and skin care. A web site featuring current product and promotional information can be reached at www.revlon.com. Revlon brands include Revlon(R), Almay(R), Ultima II(R), Charlie(R) and Flex(R), which are sold worldwide. CONTACT: Almay Public Relations Ellen Maguire, 212-527-4971.
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