Model Diana Penty Becomes the New Face of Maybelline

Bollywood Actress Deepika Padukone Becomes Victim of Recession

Mumbai native Diana Penty has been announced as the new international face of Maybelline New York. The 23-year-old Indian model replaces Bollywood actress Deepika Padukone, who had been associated with the popular cosmetic brand for two years. Diana Penty now joins an elite group of supermodels that includes the likes of Adriana Lima and Christy Turlington.

Penty said in a statement: "I feel great to get this opportunity to endorse a brand that is so vibrant and truly multi-ethnic. For me it is not only about whom I am replacing but it's about being on the same platform as international models and get international exposure."

Back in September, during Fashion Week, Rediff News reported that Diana Penty was one of the fresh new faces that stood out from the crowd of new talent, according to experts in the fashion industry. A few short months later and the standout has become the new face of Maybelline.

Spokespeople for both Maybelline and Deepika Padukone said that the parting of ways was a mutually agreed-upon decision. Padukone was interested in pursuing her acting career in Bollywood. Maybelline said they wished the 22-year-old Bangalore native success in her pursuit.

But the change of face may be due more to practicality than desires or compatibility. One India reported that, according to an advertising source, "The current recession has hit the modelling industry, too. Companies are not willing to pay as much or even increase the endorsement fees of celebrities."

Deepika Padukone, being a rising celebrity, simply charged far more than models. A spokesperson for Atul Kasbekar's Bling, Padukone's agency, explained, "The contract expired in Jan 2008 and wasn't renewed, as the amount offered was not commensurate with Deepika's growing brand status. Besides, after her transition from model to actor, it wasn't possible for them to renew the contract. Maybelline in India as brand only uses models as their ambassadors. After OSO, she's a huge celebrity with reputed companies vying for her services."