Newspaper article St Louis Post-Dispatch (MO)

New Face: Elizabeth Hurley Shines in Lauder Spotlight

Newspaper article St Louis Post-Dispatch (MO)

New Face: Elizabeth Hurley Shines in Lauder Spotlight

Article excerpt

WHEN ESTEE Lauder Inc. signed Elizabeth Hurley as its new face in March, executives thought they would have to raise the public's awareness of the little-known British actress.

Then her boyfriend, Hugh Grant, took a fateful drive down Sunset Boulevard and splashed the couple all over the tabloids.

Lauder is hoping to harness some of that exposure for a series of ad campaigns - featuring Hurley - first seen in September issues of major fashion and lifestyle magazines and continuing this fall and next spring.

"She's perceived as someone who's friendly and warm and intelligent," said Robin Burns, Lauder's president and chief executive officer. Bob Luzzi, senior vice president for creative, advertising and design, said Hurley projects a personality that makes women feel as if they know her. He claimed the 30-year-old's wide range of emotion is evident in a recent multi-page image insert in Vogue.

"It goes from glamour to drama, sexy sophistication, movie star, young and playful, and warm and friendly," he said.

The difference between Hurley and her immediate predecessor, the fine-boned Paulina Porizkova, is unmistakable. Burns said Hurley is approachable, more in keeping with Lauder's image.

Lauder's fall print campaign - photographed by Albert Watson and carrying what industry sources estimate is a $12 million to $15 million budget - includes plugs for Estee Lauder Pleasures, the company's newestscent, as well as Beautiful, Resilience, Resilience Eye Creme, True Lipstick, Double Matte Moisturizing Lipcolor and the Enlighten and Lucidity foundations.

In the ad for Pleasures, Hurley is curled up in a field of pink flowers, two sleeping English Lab puppies by her side. Burns said the image is meant to evoke love and tranquility.

"Ten years from now, Pleasures might be something to do with computer technology for women, but right now this is what it is," she said. …

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