• Ad Age , Wednesday, September 17, 2008 10 AM

Confirming a deal that was rumored in the New York Post last week, Ellen DeGeneres says that she will be the new face of CoverGirl cosmetics. She will first appear in campaign for the Procter & Gamble brand breaking in the January issue of Us Weekly. She joins a high-powered lineup of pitchwomen for the brand that includes Rihanna, Drew Barrymore and Queen Latifah.

"I am here to set the record straight right now," Degeneres said on her syndicated TV show Tuesday. "I am the new face of CoverGirl." She went on to do some mock poses as a model and to air some behind-the-scenes footage from a CoverGirl shoot.

After initially declining to confirm or deny DeGeneres' upcoming role with the brand a week ago, P&G sprang into action quickly, highlighting today's announcement on the home page of its web site and sending out a text-message blast urging people who've signed up to receive news on the campaign to watch the show.

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