Since 2004, Elaine Irwin-Mellencamp has been the face of Almay, but now the cosmetics brand is choosing to go the celebrity route with the addition of Kate Hudson as spokesperson. Celebrity beauties are the hottest commodoties these days when it comes to makeup. CoverGirl has Drew Barrymoore, Ellen Degeneres and most recently, Taylor Swift. Revlon (Almay's parent company) has Jessica Biel, Jessica Alba and Halle Berry. L'Oreal--Beyonce, Eva Longoria, Penelope Cruz, among several other well known actresses and models. While 
the addition of Hudson is not surprising, it is surprising that the brand who has had one lone spokesperson, has chosen someone who looks similar to Mellencamp. This makes me wonder, will Elaine Irwin-Mellencamp's run as Almay spokesperson soon be coming to an end?
If Kate was supposed to be an "addition" to the spokesperson line up, it makes me wonder why Almay wouldn't diversify a bit. While I realize Almay bases their their eye shadows according to eye color (Mellencamp's are blue, Hudson's are hazel), two light-skinned blondes doesn't say much for brunettes with medium skin tones and the like. Mellencamp has also been solo as the Almay spokesperson for a very long run. In choosing Hudson, was Almay's decision based on a more celebrity version of Mellencamp to drive sales? And will it work?
What do you think?
Posted by Shannon Nelson on May 27, 2010 9:05 AM
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