Elle MacPherson the new face of ModelCo, erasing fine lines

AUSTRALIAN BEAUTY BRAND SIGNS ELLE MACPHERSON - THE BODY - BECOMES THE FACE OF MODELCO'S ERASE THOSE FINE LINES

Australia.s fastest growing cult beauty brand, ModelCo, officially announced today that it has entered into a multi-year contract with Elle Macpherson to globally represent the brand's new revolutionary cosmeceuticial product, ERASE THOSE FINE LINES. An anti-aging product designed for 30+ women, ERASE THOSE FINE LINES LINES is the most advanced skin-care serum in the world.

"Elle Macpherson is perfect for ModelCo", said Shelley Barrett, Founder & CEO of ModelCo ModelCo. "We are thrilled to have Elle as the face of ERASE THOSE FINE LINES & believe she is the perfect internationally recognised 'woman of influence' to endorse this ground-breaking product. There are so many synergies - a former international supermodel, astute business woman, mother and of course an Australian icon. Elle's classic style, sophistication, beauty, age and life experiences will truly resonate with ModelCo's core audience for ERASE THOSE FINE LINES & she embodies so many of ModelCo.s brand vales".

The ModelCo / ERASE campaign was photographed last week in Paris, the fashion & beauty capital of the world. The campaign formally debuts coinciding with the 2006 Christmas season with the ad first appearing in Australian publications at the end of this year with the look to roll out the campaign in other major markets in 2007. ERASE THOSE FINE LINES will go on sale in Australia on 18th September at David Jones nationally & Elle Macpherson will visit Australia later in the year to promote the product for ModelCo.

From Paris Elle Macpherson said "When I met Shelley I was so impressed by the success, integrity and ingenuity of this Australian jewel (ModelCo). I am never averse to helping other people succeed in their domains. Here.s a brilliant company with a fabulous product which I would love to support and also share with other women the value of ERASE THOSE FINE LINES".

ModelCo commissioned celebrated musician & photographer Bryan Adams to shoot the high profile marketing campaign starring Macpherson Macpherson. Adams has had his photographs published in Vanity Fair, Harper's Bazaar, Jane, UK Vogue and Interview, among others and has published a book of photos with Calvin Klein called American Women; showcasing a cross section of influential women including Hillary Rodham Clinton, Jennifer Aniston, Gwyneth Paltrow, Scarlett Johansson, Hilary Swank, Lindsay Lohan, Sarah Jessica Parker and Cindy Crawford. Other women Adams has glamorously captured with his camera include Kate Moss & Linda Evangelista.

ERASE THOSE FINE LINES is the most advanced skin-care serum in the world & offers surgery results without the syringe. This revolutionary direct repair system instantly firms and tightens the skin while visibly reducing the appearance of wrinkles around the eye area, leaving skin looking firm and flawless within minutes. ERASE's active ingredients deliver instant results comparable to BOTOX ® without needles or the risk of damage to the skin or facial muscles. ERASE THOSE FINE LINES provides a significant decrease in both the length & depth of lines and wrinkles. The unique QuSome delivery system ensures the active ingredients penetrate deep into the lower layers of the skin reducing the depth of lines. No other cosmetic product has this potent, age-defying combination. ERASE THOSE FINE LINES offers an integrated approach to reducing wrinkles; working instantly to minimise the look of lines (see results within 2 mins) and cumulative results offer a 27% reduction in the appearance of wrinkles after 30 days.

ModelCo has reached global stardom in just under four years with products sold in more than 500 department stores and niche beauty apothecaries around the world, including Colette and Printemps in Paris, Villa Moda in Dubai and beauty mecca Space.NK in the UK. In the US, ModelCo is stocked at Sephora and is the first Australian beauty brand to launch into BLISS Spas, Victoria.s Secret & New York.s finest boutique department store, Henri Bendel.

ModelCo .the secret to model skin

ModelCo is available at David Jones and selected independents. Visit them online at:www.modelco.com.au