For L’Oreal, Johansson Is ‘Worth It’

NEW YORK L’Oreal Paris, the beauty-care company known for the phrase, “Because I’m worth it,” has signed actress Scarlett Johansson as the face of its newest cosmetics line, HIP, which stands for High Intensity Pigments.

A new commercial featuring Johansson will debut during the 63rd annual Golden Globes telecast on Jan. 16, during which L’Oreal Paris is the exclusive beauty sponsor. A print campaign will follow. The ads were crafted by L’Oreal’s in-house ad agency under the direction of Douglas Toews.

The cosmetics giant signed the blonde beauty, who recently received her fourth Golden Globe nomination for her supporting role in Woody Allen’s Match Point, to a multi-year deal estimated by industry observers at $3-4 million annually.

Johansson’s contract with L’Oreal could involve additional makeup and hair-care products in the future. Johansson most recently endorsed Calvin Klein fragrances.

The HIP collection will launch at chain drug, food and mass-market retailers in February, and targets women who love color cosmetics. The line includes lip colors, eye shadows, liquid makeup, bronzing powder and blush.

Additional products under the L’Oreal Paris division include Preference, Excellence Creme and Feria.

L’Oreal spent close to $300 million on ads in 2004 and $270 million through the first 10 months of last year, per Nielsen Monitor-Plus.

This story updates and corrects an earlier item that identified McCann Erickson as the agency that created the ads.