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Ashley Judd the Face of New Makeup Line

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Nicole Kidman and Reba McIntire, move over – Ashley Judd is joining you at the department store cosmetics counter.

While Reba is launching her own namesake line at Dillard’s department stores in the Midwest next spring, and Nicole currently can be seen as the new face of Chanel, Judd, 36, will be the face promoting American Beauty cosmetics and skin products manufactured by Estee Lauder, The New York Times reports.

For sale exclusively at Kohl’s stores, the American Beauty line of cosmetics and skin care will be aimed at women between the ages of 25 to 54, and in the $12 million ad campaign (how much the star is being paid has not been reported), Judd will be portrayed as a fresh-faced modern woman who is as comfy in a silky gown as she is in jeans.

The ads will begin appearing next month, and the American Beauty-Kohl’s alliance is part of a growing trend among department stores to branch out beyond their own private labels – as K-Mart already demonstrates with its longtime Martha Stewart Everyday Line as well as its newer Joe Boxer, Route 66, Sesame Street and Thalia brands.

American Beauty lipsticks are due to be priced at $12.50 each, with the most expensive item in the line being the $25 Good Skin cream.