Estée Lauder has appointed actress Eva Mendes as the face of its New Dimension skincare range, due to launch globally from July.
Mendes, who has appeared in films such as Lost River, 2 Fast 2 Furious and Ghost Rider and has a daughter with husband Ryan Gosling, will appear in digital, TV and print advertising campaigns for the products.
Jane Hertzmark Hudis, Estée Lauder’s Global Brand President at Estée Lauder, commented, “I’m thrilled to welcome Eva to the Estée Lauder family to represent New Dimension skincare. As an actress, businesswoman and now a mother, Eva understands the power of transformation that is at the heart of our new approach to beauty. Eva’s warmth and approachability will help us share this incredible story with women around the world.”
The New Dimension range comprises a Shape + Fill Expert Serum and New Dimension Expert Liquid Tape, two products designed to suit women of all ages. “It could be for a 25-year-old in Korea, a 40-year-old in the United States or a 35-year-old in Europe,” Hudis told WWD.
“Since my teenage years, I have always admired Estée Lauder, the woman and the brand,” added the 41-year-old actress. “I’m excited to represent New Dimension skincare because I can relate personally to what it stands for — the power we have as women to take control and transform our own beauty.”
Other Estée Lauder ambassadors include Kendall Jenner, Joan Smalls and Arizona Muse.