CoverGirl Signs Barrymore

NEW YORK Procter & Gamble’s CoverGirl makeup said Drew Barrymore would be the latest face to tout the brand, and would also serve as co-creative director for a new TV spot set to air in January 2008.

“Drew is a wonderful addition to the CoverGirl family and her role—both in front of the camera and behind the scenes as co-creative director—is new and different for the cosmetics industry,” Esi Eggleston Bracey, vp, gm at CoverGirl Cosmetics North America, said in a statement. “We wanted to honor Drew’s passions as a filmmaker and are thrilled she is not only lending her beautiful face to CoverGirl but also lending her artistic talents as the co-creative director of the ad campaign.”

Barrymore is known for her popular film roles over the past two decades, including such hits as Everyone Says I Love You, E.T. The Extra Terrestrial, Scream and most recently Music and Lyrics with co-star Hugh Grant.

“I am honored to be associated with a brand that has been at the forefront of their industry for almost fifty years,” Barrymore said in a statement. “To be chosen not only as the newest face of CoverGirl, but also as a co-creative director of my first TV commercial is truly amazing.”

CoverGirl spent more than $90 million on advertising in 2006, per Nielsen Monitor-Plus. WPP Group’s Grey, New York, handles the business.