Ellen: the newest Boomer face of (anti) aging

I’m snuggling down in bed with the January issues of my comfort reading: O (The Oprah Magazine), Vanity Fair and Vogue. Besides being painstakingly obvious that the latter two pubs are starved of ad pages due to the economy, I notice that one advertiser is not holding back on several fronts: CoverGirl/Olay

CoverGirl has recruited fabulous looking 50-year-old Ellen DeGeneres as the face and spokesperson for the new Simply Ageless makeup line. “I'm thrilled to be a CoverGirl," said DeGeneres. "I've been practicing in my bathroom mirror for years...Now finally, you'll all be able to see it.”

Thank goodness for an unconventional breath of fresh air around the all-too-serious genre of anti-aging. But this is Ellen! I’m waiting for her no holds barred REAL take on aging, inner beauty and being an easy, breezy CoverGirl.

Comments

[Janie Curtis]

I totally agree that Ellen DeGeneres is a breath of fresh air in the beauty market. To me, she stands for real beauty in a way that none of the Dove women did. She is natural and as you point out, 50 years old, but at the same time aspirational. One of the criticisms of the Dove campaign was that it wasn't aspirational enough, which in some ways I agree with. By using Ellen, I think that Covergirl has found the magic formula.