L’Oreal, Keaton Seek Perfection

NEW YORK McCann Erickson is preparing a late-summer campaign for L’Oreal skin-care products featuring Academy Award-winning actress Diane Keaton, the client said.

Keaton will debut for L’Oreal Paris in print and TV supporting its Age-Perfect line of facial creams and makeup.

In a statement, Keaton said, “I love that L’Oreal is a company known for empowering women. I also like how L’Oreal is very involved in charity work. I love that L’Oreal is found all over the world and is made for women of all ages, and for women of all skin and hair colors.”

Keaton won a best-actress Oscar for her role in Woody Allen’s 1978 film Annie Hall. She has also appeared in numerous other Allen films, as well as in all three Godfather pictures.

Carol Hamilton, president of L’Oreal Paris, said, “Diane has been a role model and a trendsetter for over three decades, and we feel that she is the perfect example to show that women can be beautiful, full of vitality and incredibly successful in every stage of their lives. She epitomizes what American women want. She’s a natural beauty. Nothing artificial. And she’s comfortable with who she is.”

In 2004 and 2005, L’Oreal spent between $10 million and $20 million in U.S. media on its Age-Perfect line, according to Nielsen Monitor-Plus. Media spending for the Keaton-focused campaign was undisclosed.

Interpublic Group’s McCann has handled L’Oreal’s business since 1973. The agency also handles the client’s hair-care and hair color brands. Publicis Groupe’s Publicis is also a global roster agency.

L’Oreal’s other celebrity reps have included Scarlett Johansson, Andie McDowell, Penelope Cruz, Heather Locklear and Eva Longoria.