Revlon has reportedly traded in Cindy Crawford for a younger supermodel.
Revlon, whose value has dropped from billions to millions since the ’80s, says the 34-year-old Crawford’s look is out of fashion, according to a report yesterday on the Fox News Channel’s Web site, Foxnews.com.
They’re seeking “a new face for a new era” – looking for a barely 20-year-old younger model to fill Crawford’s high-heeled boots.
Possible Crawford replacements include Goldie Hawn’s ingenue daughter Kate Hudson and ultra-hot supermodel Gisele Bundchen, London’s Daily Mail reports.
A Revlon spokesman said: “Everyone has to move forward. It’s a new era. We’re moving with the times, and we need a new face to reflect that. It will be someone revolutionary.”
Crawford started with the company as a sweet, young 23-year-old.
In her two decades on the catwalks, she’s married and divorced Richard Gere, then married night-life entrepreneur Rande Gerber and become a mom – but her looks haven’t changed.
Her thick chestnut mane, deep red lipstick, beauty mark and brown eyeshadow are still firmly in place. But Revlon says she looks dated.
Ironically, Revlon is currently using Crawford to promote its hair-care products – which hearken back to the big and bouncy “Charlie’s Angels” hairstyles of the ’70s.
Her $3 million-a-year deal has been her biggest contract for more than a decade, plastering her face all over the world.
But her celebrity may have been her downfall. Revlon research showed she became almost invisible to consumers because she was such a familiar face.
Customers didn’t see the product lines launched by Crawford’s face as new products, the research found.
With its new trademark face, Revlon will seek out a younger, hipper following.
Meanwhile, sources say Crawford’s going the way of other disgruntled models and launching her own cosmetics brand to rival the firm that got rid of her.
She already has many personal businesses, including lucrative exercise videos.
Revlon says she may well continue working for the cosmetics giant “in a smaller capacity,” but she’s not yet old enough for its age-defying range – Melanie Griffith’s still got that job.
Crawford isn’t the only 30-something bombshell who’s getting let go for a 20-something.
Estée Lauder is also expected to ax Liz Hurley, 34, as its “face,” replacing her with 28-year-old Gwyneth Paltrow.