She joins a high-powered lineup of pitchwomen for the brand that includes Rihanna, Drew Barrymore and Queen Latifah. WPP Group's Grey Global Group, New York, is the agency. The deal was originally reported on Page Six of the New York Post last week.
Facing the rumors
"You know how I always like to share what's going on in my life with you all, and I was going to give you some news, and unfortunately rumors started circulating all over the internet," Ms. DeGeneres said. "I am here to set the record straight right now. I am not pregnant. It just turned out to be a bump. I went and had it checked out. ... That's not the news. I am the new face of CoverGirl."
She went on to do some mock poses as a model and air some behind-the-scenes footage from a CoverGirl shoot. She acknowledged that the news had gotten out last week.
P&G, after initially declining to confirm or deny Ms. DeGeneres' upcoming role with the brand a week ago, sprang into action relatively quickly, highlighting today's announcement on the home page of its website and sending out a text-message blast urging people who've signed up to receive news on the campaign to watch the show.
Everybody loves Ellen
Ms. DeGeneres ranked as the most popular celebrity in the U.S. in a poll by Harris Interactive earlier this year. She edged out talk rival Oprah Winfrey, who generally enjoys higher ratings but saw her popularity dinged after her strong endorsement of Sen. Barack Obama's presidential bid.
For her part, Ms. DeGeneres has become a lead advocate for gay marriage following her high-profile wedding to actress Portia de Rossi in California, which will have an initiative on the November ballot to attempt to nullify a state Supreme Court ruling allowing gay marriage.
She grilled Republican presidential candidate Sen. John McCain on his gay-marriage stance during his Sept. 2 appearance on her show, in which he said he supported "legal agreements" between gay couples to deal with such issues as insurance, but that marriage should be between a man and a woman.
"I along with many, many others wish you every happiness," Mr. McCain said. "So you'll walk me down the aisle, is what you said?" Ms. DeGeneres responded. "Touché," Mr. McCain said.