Coty revitalizing Astor brand with help from Heidi Klum

NEW YORK Coty has signed German supermodel and TV presenter Heidi Klum as the new face and artistic adviser for the global beauty brand Astor.

The first-of-its-kind creative collaboration allows the Astor brand to integrate Klum's fashion-forward point of view into the brand collections and capitalize on the style trends, as part of the company's mission to introduce the brand to a new audience and speak to consumers in a new way.

In this capacity, Klum will be involved in the design of product collections inspired by the latest runway trends, and appear in upcoming print and TV campaigns. Klum's personality and inspiration will be an integrated part of the brand's marketing message through print, online and in-store efforts.

Klum has established herself as a multi-talented TV host and producer, actress, fashion designer and astute businesswoman. She is known not only for her fashion magazine covers, but also as the host of "Project Runway" and "Germany's Next Top Model by Heidi Klum." She has created and designed several beauty and fashion collections for brands including Victoria's Secret Beauty, Destination Maternity and New Balance for Amazon.

"We are delighted that Heidi Klum will be representing Astor, especially at such an exciting time in the brand's development as it moves forward with a new visual identity. As an elegant, confident, successful woman, wife and mother, Heidi perfectly represents Astor's signature: 'Live Beautifully,'" stated Renato Semerari, president of Coty Beauty.

Astor, which launched in 1952, is distributed in perfumery chains, department stores, drug stores and mass merchandisers in many European markets, namely Germany, Austria, Switzerland, Spain, Poland, Czech Republic, Slovak Republic, Hungary and Romania.