Gisele Bundchen new MAX Factor spokeswoman

HUNT VALLEY, Md Procter & Gamble’s MAX Factor Cosmetics is celebrating 100 years of beauty with the signing of supermodel Gisele Bundchen as its newest spokeswoman.

"We are thrilled to welcome Gisele to the MAX Factor family," stated Bruce Katsman, associate marketing director for MAX Factor Cosmetics North America. "She is a gorgeous, inspiring, sophisticated woman on top of the worlds of high fashion and style. Gisele's uniquely transformative beauty and trend-setting flair is admired by women everywhere, making her the perfect fit as the face of MAX Factor beauty today."

She will promote the brand across multiple marketing vehicles, including print, public relations, in-store and interactive. She will begin to appear in the ad campaign for Lipfinity Lip Collection and ColorGenius Face Collection in select October fashion magazines. She will continue to showcase the brand's artistry and products in a series of new product introductions throughout the brandOs centennial year, the company noted.

Max Factor revolutionized the concept of beauty 100 years ago on the Hollywood movie lots with the creation of his iconic makeup line. Designing looks for Joan Crawford, Bette Davis, Rita Hayworth and Katherine Hepburn, he transformed the leading ladies of his era.