Marketing in Brief: L'Oreal

L'Oreal: Signs actress Heather Locklear as exclusive U.S. spokesperson for the Preference hair color line, the company announced May 15. Locklear will appear in TV ads breaking May 19. The 15- and 30-second spots, tagged "Because I'm worth it," depict Locklear in a car discussing her hair color and the benefits of Preference, L'Oreal said. Actress Cybill Sheperd served as the brand's spokesperson for nine years; since 1995 Preference has been represented by a number of women, most recently Kelly Lynch. Separately, L'Oreal Paris signs Claudia Schiffer as spokesperson in an exclusive worldwide contract. Schiffer's first responsibilities will be to represent the Elseve shampoo and conditioner line, which is marketed in the U.S. as Vive, L'Oreal said. Specific U.S. duties have not yet been determined, the company noted. Previously, Schiffer served as spokesperson for Revlon..