L’Oreal make-up brand Maybelline has signed Buffy the Vampire Slayer star Sarah Michelle Gellar as its new face. This continues the beauty brand trend of abandoning models in favour of movie and music celebrities.
Gellar, recently voted the sexiest woman in the world by readers of FHM Magazine, joins Maybelline supermodel Christy Turlington.
The 22-year-old, best known for her TV role as Buffy the Vampire Slayer, is carving out a movie career by starring in the current release Cruel Intentions.
The signing follows Procter & Gamble beauty brand Max Factor’s coup in persuading Madonna to promote its Gold range.
Singers Brandy and Faith Hill are the faces of P&G’s Cover Girl brand, while L’Oreal uses stars such as Jennifer Aniston and Heather Locklear.
McCann-Erickson handles Maybelline’s advertising account.