SYDNEY, Australia, Aug. 1 /PRNewswire/

Australia’s fastest growing cult beauty brand, ModelCo, officially announced today that it has entered into a multi-year contract with Elle Macpherson to globally represent the brand’s new revolutionary cosmeceuticial product, ERASE THOSE FINE LINES, an anti-aging product designed for 30+ women.

“Elle Macpherson is perfect for ModelCo,” said Shelley Barrett, Founder & CEO of ModelCo. “We are thrilled to have Elle as the face of ERASE THOSE FINE LINES & believe she is the perfect internationally recognised ‘woman of influence’ to endorse this ground-breaking product. There are so many synergies — a former international supermodel, astute business woman, mother and of course an Australian icon. Elle’s classic style, sophistication, beauty & age will truly resonate with ModelCo’s core audience for ERASE THOSE FINE LINES & she embodies so many of ModelCo’s brand vales.”The ModelCo / ERASE campaign was photographed in Paris, the fashion & beauty capital of the world. The campaign formally debuts coinciding with the 2006 Christmas season with the ad first appearing in Australian publications at the end of this year with the look to roll out the campaign in other major markets in 2007. ERASE THOSE FINE LINES will go on sale in America on 9th October at Henri Bendel in New York followed by selected Sephora stores nationally from 1st November 2006. Elle Macpherson will visit America later in the year to promote this revolutionary product for ModelCo.

Elle Macpherson said, “When I met Shelley I was so impressed by the success, integrity and ingenuity of this Australian jewel (ModelCo). I am never averse to helping other people succeed in their domains. Here’s a brilliant company with a fabulous product which I would love to support and also share with other women the value of ERASE THOSE FINE LINES.”

ModelCo commissioned celebrated musician & photographer Bryan Adams to shoot the high profile marketing campaign starring Macpherson. Adams has had his photographs published in Vanity Fair, Harper’s Bazaar, Jane, UK Vogue and Interview, among others and has published a book of photos with Calvin Klein called American Women; showcasing a cross section of influential women including Hillary Rodham Clinton, Jennifer Aniston, Gwyneth Paltrow, Scarlett Johansson, Hilary Swank, Lindsay Lohan, Sarah Jessica Parker and Cindy Crawford. Other women Adams has glamorously captured with his camera include Kate Moss & Linda Evangelista.

ModelCo has reached global stardom in just under four years with products sold in more than 500 department stores and niche beauty apothecaries around the world, including Colette and Printemps in Paris, Villa Moda in Dubai and beauty mecca Space.NK in the UK. In the US, ModelCo is stocked at Sephora and is the first Australian beauty brand to launch into BLISS Spas, Victoria’s Secret & New York’s finest boutique department store, Henri Bendel.

Source: http://biz.yahoo.com/prnews

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