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Deals & Steals

Benefit Cosmetics LLC

Ellen DeGeneres at the “Simply Ageless” shoot

Women are saying that their makeup, most notably their foundation, is making them look older, according to Procter & Gamble research, and the beauty giant’s latest innovation aims to address that.

“Simply Ageless was designed to make this issue go away,” said Esi Eggleston Bracey, vice president and general manager of Global Cosmetics at Procter & Gamble Beauty, in reference to a new cream foundation that combines Cover Girl and Olay technology.

Strong support on that point came from Ellen DeGeneres, the Emmy award-winning talk show host, actress and businesswoman, who is fronting the line as Cover Girl’s newest spokeswoman. DeGeneres said that when she was first contacted by the brand to be a Cover Girl, she thought “they must be looking for actress Ellen Barkin.”

But after DeGeneres thought about the offer for awhile, she said it made sense.

“I look at some of the other Cover Girls, like Drew [Barrymore], and she is smart and a businesswoman. So I see how I would make sense,” she said. DeGeneres was especially attracted because many of the Cover Girls have their own look. “Everyone [in Hollywood] is looking the same. They are rail thin and they have a certain look. We should celebrate our individuality,” she said.

Eggleston Bracey said DeGeneres was a natural choice because “at Cover Girl, we are involved with and inspired by women. Ellen is smart, funny and a multifaceted humanitarian who is also a businesswoman. What we are trying to do is reflect how dynamic [these women] are.”

DeGeneres, who is in her 50s, said she has been wearing Simply Ageless for a while on her show, and she can see a difference.

“A lot of makeup makes you look older — it falls into lines,” whereas Simply Ageless doesn’t, she said.

The new product’s breakthrough technology, Eggleston Bracey contended, allows the foundation to stay suspended over wrinkles in the skin. As it is applied, she said, the solid emulsion technology works with the skin’s temperature to transform the foundation from a cream to a liquid on contact. Users can see the blending of foundation and skin care by noticing the product’s swirl design.

“This is our way of showing that the skin care is in there,” said Eggleston Bracey.

This is the first time the Cover Girl and Olay brands have worked to co-create a solution for the consumer in a joint-branded product. However, the two aren’t strangers: Cover Girl partnered with Olay for the foundation Advanced Radiance several years back. That initiative included Olay ingredients in the formula of the foundation.

Simply Ageless is available in 15 shades and will retail for $13.99 in mass market retailers beginning this month.

According to data from Information Resources, Procter & Gamble holds the No. 2 spot in foundation, behind Revlon, with $166.8 million in sales, excluding Wal-Mart, for the most recent 52-week period ended Nov. 2.

DeGeneres will appear in print and TV ads for Simply Ageless beginning in January.

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