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.
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