L'Oreal Signs 'Desperate Housewife' Longoria

NEW YORK Desperate Housewives star Eva Longoria signed a $2 million exclusive worldwide endorsement contract with L’Oreal Paris, a division of L’Oreal USA, the company said.

Longoria’s first commercial for L’Oreal, a television ad for Vive (pronounced Veev in English) hair care products, will run in early May, the company said. Interpublic Group’s McCann Erickson in New York is L’Oreal’s lead agency.

Longoria, 30, follows in the footsteps of stars such as Heather Locklear, Jennifer Aniston and Beyonce Knowles, whose images have been plastered across posters and included in TV commercials featuring the company’s slogan, “Because I’m worth it.”

L’Oreal spent $290 million on ads last year, according to Nielsen Monitor-Plus.

“Eva is beautiful, but it’s her energy, heart and spirit” that interested the company, said Carol Hamilton, president and general manager of L’Oreal Paris.

L’Oreal’s move comes after the decision last year by Avon to contract Salma Hayek and Revlon’s move to include Cuban-American Eva Mendes as its Hispanic beauty of choice in the company’s recent “Sexy Story” multiracial campaign featuring Halle Berry and Julianne Moore.