Supermodels with staying power

By SAMANTHA ETTUS
Scripps Howard News Service
19-AUG-04

Is the "Supermodel" gone forever? Though the term provokes thoughts of gorgeous, waifish, vapid beauties (depending on your taste!) many of them have recently disappeared into seeming obscurity, from Paulina Porizkova to Kate Moss to Linda Evangelista..

When it comes to the supermodel, most assume there is rarely more than meets the eye. After all, the superficial qualities that bring fame and fortune to supermodels contrast with the qualities normally associated with depth and intelligence. Yet perhaps these stereotypes are just as thin as the supermodels upon whom we thrust our own biases.

Despite the apparent decline in supermodels' visibility, some have remained in the public eye and developed into their own powerful brands.

What has been the secret to their success? A look at three who have managed their brands to continued success while leaving their former competition in the dust; Cindy Crawford, Christy Turlington and Tyra Banks.

(The brand-assets meter ranges from $ to $$$$.)

Cindy Crawford

A high school valedictorian and former Northwestern University student, Cindy demonstrated that beauty and brains are not mutually exclusive. With a successful family life and thriving career, she has set the bar high for other model moms. She has been outspoken about her ambition and business savvy and it has paid off.

Whether she's hosting an MTV show or dreaming up new businesses, Cindy has never rested on her modeling laurels. She understands her value as a brand and that consumers relate to her as a human being rather than simply as a cover girl. In addition to serving as the spokesperson for countless brands, from Omega watches to Revlon cosmetics, she has launched a number of successful business ventures, the newest of which is a skin-care line which will be marketed through an infomercial this fall.

Perhaps Pepsi captured her brand best in their second Cindy Crawford commercial with the caption "Always a Classic."

Cindy Crawford's Brand A$$$$ets

Christy Turlington

Rather than settle for a one-note modeling career, in recent years Christy has used her fame to promote an anti-smoking platform and overall wellness; her name has become synonymous with yoga and healthy living. Although it took her a long time to gain the credibility necessary to launch a brand, she had the entrepreneurial vision and wherewithal to start Nuala, a line of yoga apparel that's been gaining steady notoriety and was recently bought by Puma.

She has remained consistent with her message while finding time to return to school in pursuit of a BA at NYU, encouraging both inner and outer growth in equal parts. In addition, her successful relationship with someone in the public eye, actor Ed Burns, has kept her more relevant as well.

Christy Turlington's Brand A$$$ets

Tyra Banks

Tyra took the modeling world by storm and became the first African American swimsuit model to grace the cover of Sports Illustrated. Tyra is one of a select few models who have achieved success both on and off the runway, receiving accolades for her infrequent appearances as a serious film actress, a career which she has intentionally kept secondary to her modeling.

Most recently, she has had a brand re-modeling with her role as creator, producer and star of the reality smash, America's Next Top Model, now in its second season. Tyra created the series to further promote her belief that beauty is not skin deep _ the show's contestants are eliminated for personality flaws despite their beauty. Her approachable, generous nature shines through in her role as judge, mentor and adviser, and she proves time and again that what is on the inside is just as important as what's on the outside.

Tyra has put her money where her mouth is in dedicating much of her free time to T-Zone, a camp she created for young women focused on building self-esteem and achieving goals. Rumor has it that a book could be in her future and, given her most recent success, I am sure her fans will be running to the nearest Barnes and Noble to purchase her wisdom.

Tyra Banks' Brand A$$$$ets

Remember: the most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus, president of Ettus Media Management, is a leading voice on personality-driven brands. Her first book, "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House), will be published in September. Send comments and questions to Samantha(at)celebrityassets.com.)

(Distributed by Scripps Howard News Service, http://www.shns.com)