This week, New York Magazine tackled the price of celebrity. According to the issue, just this year Brad Pitt and Angelina Jolie have lent their faces to campaigns for Louis Vuitton, Heineken Japan, Tag Heuer, St. Johns, Shiseido, Roots Coffee and Softbank cell phones—among others. Few celebs have the brand power of Brad and Angie, meaning the more brands they shill for, the less they’re worth. And in a time where one endorsement deal is never enough, Jennifer Connelly may be the best example of a celebrity who’s become a valuable face without being a household name.
Though Connelly got her start as a child model, she successfully transitioned into an Academy Award winning actress. Along the way she’s starred in only two advertising campaigns: she was the only celebrity face of Balenciaga, earning her the utmost fashion cred, and signed with Revlon in 2008, earning her a major paycheck. In the five years since she’s made just five films, with two coming out this year—she’s far from ubiquitous. But this morning, Shiseido announced that Connelly is their new face—their first global spokesperson—in honor of the cosmetic brand’s 140th Anniversary.
The actress told WWD, “I’ve had a long relationship with Shiseido—I worked with them in the Eighties on an ad campaign, and have been using their products ever since.” Connelly’s original Shiseido campaign is at left, from the same decade in which she released a couple of Japanese pop songs. No telling what, if anything, will accompany her print ads this time around, but we’re looking forward to seeing her face—and fashions—more often.