Coty Inc., a leading player in the global beauty industry, has announced the signing of German supermodel and television presenter Heidi Klum as the new face and artistic advisor for its beauty brand Astor.
As part of the collaboration, Ms. Klum has partnered with Astor to help set artistic direction for a new generation of modern makeup collections and communicate her fashion-forward point of view to consumers, the press and beauty influencers.
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Klum is known for her role as the host of ‘Project Runway’ and ‘Germany’s Next Top Model by Heidi Klum’, and for her appearances in television shows and films.
Klum has created and designed beauty and fashion collections for brands including Victoria’s Secret Beauty, Destination Maternity and New Balance for Amazon.
Talking about the new signing, Bernd Beetz, CEO, Coty Inc., comments, “As one of the most beautiful, talented and most recognized women in the world, Heidi will play an important role in ensuring that the Astor brand continues to be seen as relevant, modern and sophisticated.”
Klum will be involved in the design of product collections inspired by the latest runway trends, and appear in upcoming print and television campaigns. As part of the alliance, Astor will make Klum’s personality and inspiration an integrated part of the brand’s marketing message through print, online and in-store efforts.
“Astor has such a long and strong heritage and continues to create innovative products with great colors and textures. I look forward to bringing my experiences in fashion and beauty to my new role,” says Klum.
Coty was created in Paris in 1904 by Francois Coty who is credited with founding the modern fragrance industry. Now, the company has annual net sales of nearly $4 billion.