• by Sarah Mahoney , September 4, 2008

Procter & Gamble's Max Factor division, which signed Brazilian supermodel Gisele Bundchen back in February, is readying her first campaign for the brand, and says the "fresh new face of Max Factor" will be unveiled Sept. 18. Bundchen, who is replacing Carmen Electra, will appear in print ads beginning in October issues of fashion magazines, online, and in in-store displays. 

The ads are timed to be part of the brand's 100th anniversary in 2009, and the company hopes Bundchen's appeal will build on the legacy of makeup artist Factor, who worked on such famous faces as Joan Crawford, Bette Davis, Rita Hayworth and Katherine Hepburn.

The company says the high-profile Brazilian beauty will promote the brand across multiple marketing vehicles, starting with ads for Lipfinity Lip Collection and ColorGenius Face Collection, and then for a series of new product launches throughout the brand's centennial year.

With sales reportedly in the $1 billion range, Max Factor is a relatively small part of P&G's beauty portfolio, which also includes such brands as Cover Girl, Oil of Olay, and Nice 'n' Easy. (Overall, the Cincinnati-based company says its net beauty sales gained 11% in the most recent quarter, while its cosmetics volume gained in the high single digits, mainly due to the Cover Girl Lash Blast mascara initiative.)

The Bundchen/Max Factor deal, which has been reported as a two-year contract worth $2.5 million, is hardly her only commercial contract. Forbes has named her the best-paid supermodel, and despite her well-publicized split from Victoria's Secret last year, she also represents such brands as Versace, Ebel, and Pantene (also owned by P&G.)