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(23 Nov 2000) English/Nat

TITLE: CINDY CRAWFORD DUMPED BY REVLON

LOCATION: VARIOUS FILE

That most supreme of Supermodels, CINDY CRAWFORD has been axed as the Face of cosmetics giant Revlon as part of the company's attempt to change its image.

The 34 year old model, will not front the company because they are seeking "a new face for a new era, " and the hunt is on for a new face to replace Crawford.

The move comes from new Chief Executive Jeffrey Nugent, brought in from rival Johnson and Johnson 11 months ago, who wants to update the profile of the firm.

It is said that Ms Crawford's bright red lipstick look is turn off to younger consumers because of its 1980s feel. Certainly it has not been successful- the company's value has from £130 billion in 1985 to just £237 million today. Mr Nugent wants to makeover the entire operation and the new face will play a key role in the company's strategy.

A spokeswoman said: "Everyone has to move forward. It is a new era. We're moving with the times and we need a new Face to reflect that. It will have to be a very exciting person with universal appeal who can take on the role of spokesmodel. We all love Cindy and have a great relationship with her."

She added, "She's no longer our premier model. She may well stay on to work with us in a smaller capacity."

She said the company is currently in talks with possible replacements but declined to be specific, offering only: " it will be someone revolutionary."

And it could well be someone who isn't a model. Mr Nugent has already hired country and western star SHANIA TWAIN to promote a range of products. SARAH O'HARE, wife of newspaper tycoon Lachlan Murdoch, is another new face at Revlon.

Cyndy Crawford can take heart from the fact that she's not the first big name star to be dropped by a major cosmetics company. ISABELLA ROSSELLINI was ditched by Lancome on reaching 40, and some say LIZ HURLEY, 35, is looking over her shoulder at younger rivals.

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