Supermodel Christy Turlington, who helped launch Maybelline's "Maybe She's Born With It, Maybe It's Maybelline" tagline in the early '90s, is back as the global face of the brand.
The model will help the brand target women ages 35-plus, according to the company, beginning with a TV campaign and print campaign for Maybelline's new Instant Age Rewind Cream Foundation. She also will appear in ads for Superstay lip color. The effort will be helmed by Maybelline's agency, Gotham, New York.
The first spots, which debut Aug. 21, show Turlington out and about in New York City. The 15- and 30-second ads will run on all major national and cable networks. Print launches in September issues of beauty and lifestyle publications and run as full page and spread ads.
Instant Age Rewind Cream Foundation is the newest addition to Maybelline's Instant Age Rewind franchise.