Actress to front campaign for brand's prestige line, Premium
Credit: Premium Lierac
British actress Kristin Scott Thomas has been announced as the face of French premium skincare brand Lierac’s prestige range, Premium.
Scott Thomas, 55, will star in an ad campaign due to roll out in October. The range is aimed at women over 40 but has a chief target market of the 50-55 age range. “Kristin Scott Thomas is an exceptional woman who embodies the values of elegance, femininity and a timeless chic for the image of the Premium line,” a representative of Lierac told Cosmetic Business. “She carries her age with full confidence and cultivates a certain idea of freedom totally in keeping with the vision of the Lierac brand, which has the motto: ‘Beauty has no age’.”
Scott Thomas is best known for her role in Anthony Minghella's 1996 film The English Patient and is a Dame in the UK and an Officier of the Legion d’Honneur in France. The campaign, with still images shot by Dutch fashion and celebrity photographer Jan Welters, will run across multiple media worldwide, including television, digital and point-of-sale materials.
Three new Premium products will launch in October, in pharmacies, parapharmacies and department stores: a ‘silky’ cream with a light texture (€95 for 50ml); an anti-ageing cream that retains its original texture but now has a new formulation (€95 for 50ml) and a facial mask (€59 for 75ml). The range, which was first launched in 2007, has a new product - Complexe Premium Cellular - a patented formula that includes a trio of actives reactive to FoxO, claims Lierac. FoxO is a protein that controls stem cells and allows tissues to regenerate.