DeGeneres to promote CoverGirl anti-aging makeup

HUNTS VALLEY, Md. Procter & Gamble’s CoverGirl has announced that its newest celebrity spokesperson, comedienne and talk show host Ellen DeGeneres, will be promoting the new CoverGirl and Olay Simply Ageless Foundation.

As previously reported by Drug Store News, the brand confirmed in September that DeGeneres had been selected as the newest spokesperson, marking her first beauty campaign. CoverGirl’s family of spokespeople also includes Queen Latifah, Rihanna and Drew Barrymore.

The brand’s new print and television advertisements featuring DeGeneres will debut in January.

“I’m thrilled to be a CoverGirl,” stated DeGeneres. “I’ve been practicing in the my bathroom mirror for years … now finally, you’ll all be able to see it.”

Positioned as a new generation of anti-aging makeup, Simply Ageless is designed to stay suspended over fine lines and wrinkles, making them look less noticeable. As it is applied, the formula works with the skin’s temperature to transform the foundation from a cream to a liquid on contact. It then forms an “invisible suspension system” that floats over the surface without gathering in lines. It is formulated with Olay’s Regenerist serum and, according to P&G, has been clinically shown to positively impact the healthy look of the skin for improved skin appearance over time.

The new Simply Ageless is currently available at select mass-market retailers and will be available nationwide beginning in January. The average retail price is $16.99.