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Comedienne and Emmy award winning talk show host to appear as face of new generation of anti-aging makeup

December 11, 2008 · Hunt Valley, MD /PRNewswire/ — Beauty giant CoverGirl cosmetics recently announced that the Brand had selected Ellen DeGeneres as its newest celebrity Cover Girl. Today, the company announces that DeGeneres will be the spokesmodel for the company's newest product introduction, CoverGirl and Olay Simply Ageless Foundation. As a new generation of anti-aging makeup, Simply Ageless stays suspended over fine lines and wrinkles, making them look less noticeable and providing beautifully flawless skin. Formulated with CoverGirl and Olay's best technological advancements in beauty and skincare, the new age-defying foundation has been clinically shown to positively impact skin health and condition for improved skin appearance over time. Now, women no longer have to make sacrifices in end look and skin condition to obtain full coverage.

This is the first beauty campaign for the comedienne and Emmy award winning talk show host, whose famous face debuts in the brand's new print and television advertisements as of January 2009.

"I'm thrilled to be a CoverGirl," said DeGeneres. "I've been practicing in my bathroom mirror for years...Now finally, you'll all be able to see it."

"Ellen is a quintessential CoverGirl. She is smart, confident, and natural, with a beauty and down-to-earth personality that fits perfectly with what CoverGirl represents," said Esi Eggleston Bracey, vice president and general manager, Global Cosmetics, Procter & Gamble Beauty. "She's a woman living her fifties with verve and a zest for life that is truly uplifting. She is also a woman who knows first-hand from her daily sessions in the makeup chair preparing for her national television show that many foundations – even expensive department store brands – can actually make you look older. We developed CoverGirl and Olay Simply Ageless for all the women just like Ellen who told us they're looking for quality products that help them look and feel beautiful at any age."

The secret behind CoverGirl and Olay Simply Ageless Foundation is a solid emulsion technology that allows the foundation to stay suspended over skin's imperfections. As it is applied, the unique Simply Ageless formula works with the skin's temperature to transform the foundation from a cream to a liquid on contact. The liquid then forms an "invisible suspension system" that floats over the surface without gathering in lines, making imperfections seem to virtually disappear. The CoverGirl and Olay formulas work together to balance skin's textural and color variations in order to provide a smooth, even finish. DeGeneres' partnership with CoverGirl is the latest chapter in a high-profile career that began in stand-up comedy and evolved to the small screen, where she has been entertaining and inspiring audiences for more than two decades. On and offscreen, DeGeneres is also a passionate philanthropist who gives generously of her time and talent to support causes ranging from pet welfare to Hurricane Katrina relief.

Since its introduction in 1961, the CoverGirl brand has been a pioneer in celebrating women's inner and outer beauty, and their drive to look and be their best selves. The long list of famous CoverGirl spokespersons has included Christie Brinkley, Cheryl Tiegs, Rachel Hunter, Tyra Banks, Niki Taylor and Molly Sims, and its current roster of CoverGirls includes the dynamic Queen Latifah, Rihanna, and Drew Barrymore.

Visit for more information on CoverGirl's family of spokeswomen and its extensive lineup of products for women of all ages, including CoverGirl and Olay Simply Ageless, which is available at select mass market retail outlets as of December 2008 and nationwide beginning January 2009 for an average retail price of $13.99.

About P&G Beauty & Grooming (NYSE: PG)

P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

B-roll: Fun behind the scenes footage of Ellen DeGeneres; first ads for CoverGirl Simply Ageless Foundation

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