Neutrogena has gone to the dogs, specifically the star of Hotel for Dogs. The leading skincare and cosmetics maker today announced it has signed Emma Roberts as its new brand ambassador.
Roberts, who turned 18 yesterday, joins an esteemed list of actresses including Diane Lane and Jennifer Garner. Perhaps best-known for her role in the Nickelodeon series Unfabulous, Roberts recently scored box office success with the family-friendly Hotel for Dogs. The film has pulled in $55 million so far.
“Emma Roberts embodies the youthful spirit and confidence that have always been part of the Neutrogena brand and we are proud to have her as our newest brand ambassador,” said Neutrogena president Jim Colleran in a statement.
Johnson & Johnson singled out the brand as one of its growth drivers when it announced its annual earnings on Jan. 20. In 2008 the company pulled in $63.7 billion, an increase of 4.3 percent over 2007.
“To be a part of a brand that I have always loved and believed in is a once in a lifetime opportunity,” said Roberts in a statement. “It’s important to me to be associated with Neutrogena because they instill confidence and beauty in young women.”
Johnson & Johnson spent $156 million on U.S. media (excluding online) for the Neutrogena brand for the first 11 months of 2008, per Nielsen Monitor-Plus. In 2007, it spent $153 million.