Style & ShowbizFashion

Linda Evangelista tapped as face of new skincare brand

FashionBy Sunday World
Linda Evangelista tapped as face of new skincare brand

Linda Evangelista has been named as the creative director of new skincare brand Erasa.

Marketed as an alternative to Botox, Erasa, was launched a year ago by a former chief scientist at Estee Lauder, Jules Zecchino, and private equity firm Valmiki Capital Management.

The Canadian model reached out to Jules with regards to a partnership after using the brand’s Erasa XEP-30 Extreme Line Lifting and Rejuvenation Concentrate, and being astounded by the results.

"I have been an avid fan and user of Erasa since a friend gifted the product to me last year," she said in a statement. "As someone who has had the amazing opportunity to work with incredible brands and industry leaders, I'm most excited and humbled to be a part of the Erasa family because it is wholeheartedly a product I believe in and stand behind based on the true and lasting improvements I have seen in my skin."

Linda, now vice president and creative director for the brand, is looking to shape up operations and bring the product to the masses, with visions of boosting sales. The product retails for $160 (£128) and a companion moisturiser is planned as are sales to speciality retailers.

The 51-year-old claims to take a hands-on approach to the business, and visits the company’s lab every week and sometimes puts some of her own beauty products under the microscope to be evaluated.

"I am so disappointed in these skin-care companies - what they’re actually putting in (products) and the value of what they’re putting in is very disappointing. It’s a kick to the stomach. I’m offended," she sighed to WWD, adding that she’s never had a product give her lasting results like Erasa has.

Linda has been modelling since the mid-'80s when she signed with Elite Model Management in New York and this venture marks the latest on her impressive resume. She’s posed for Vogue, been the face of Yardley of London and also guest judged on Australia’s Next Top Model.

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