Sunday, March 22, 2009

Desified Ad Campaigns.

We've always known these desi starlets are gorgeous, but it seems like international cosmetics brands are finally taking the hint and signing these lovelies up for their marketing and endorsement potential. Aishwarya has been a very successful brand ambassadress for L'oreal since 2003. We've seen her tv spots, full page ads in fashion glossies, and not least of all, her face peeking up at us in drugstore beauty aisles above the catch phrase "because you're worth it." Check out her tv spot for L'oreal Volume Shocking mascara.
Of late, she's even been one of the celebrities in the Color Riche Star Secrets collection in which she endorses products inspired by her beauty such as Color Riche lipstick in Aishwarya Biege, and Wear Infinité eye shadow quad in Aishwarya's Green. The products even bear her signature.Judging by the successful Aishwarya Rai advertisements, the cosmetics giant has decided to add another desi face to its ad campaigns by signing up fresh faced beauty, Sonam Kapoor. While Aishwarya will continue to be an international face for L'oreal, it seems that Sonam will start out in the desh, and other Asian markets targeting a younger demographic. Given Aishwarya's immense popularity, my guess is that Sonam will soon be joining the international ranks as well!Speaking of international giants, P&G's Pantene line has recently signed Padma Lakshmi as the celebrity spokesperson for its Nature Fusion line of shampoos and conditioners. As I've noted before, they play heavily on Padma's exotic desi connections (yes, we know, Padma's from India, the cassia plant is from India, yadda yadda yadda). But it is undeniable that Padma's locks are glossy and thick, and therefore perfect for a Pantene spokesperson.
Last but not least, The Telegraph reports that Freida Pinto has been nabbed by Estée Lauder to join Hollywood biggies Gwyneth Paltrow and UK-Hollywood-India connected Liz Hurley as the latest face for the purveyor of cosmetics, skin care and fragrances.

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