She has been the face of Myer for seven years, but it seems Jennifer Hawkins is not featuring in the department stores first re-brand in a decade.
The Australia’s Next Top Model host was noticeably absent from it’s latest campaign, which sees the company ditch its ‘my store’ slogan in favour of ‘find wonderful.’
And in keeping with its new catchphrase, Myer now has a younger face for it’s latest advert – Adelaide born actress Tilda Cobham-Hervey.
The 20-year-old is best known for her break out role in 52 Tuesdays, which saw her get snapped up by Hollywood powerhouse talent agency Creative Artists, otherwise known in industry circles as The Death Star.
It represents Robert Downey Jnr, Jennifer Lawrence, Will Smith, and Morgan Freeman.
Myer has confirmed Tilda will join Jennifer, and fellow brand ambassador Kris Smith as a new face for the store as is being seen as key asset.
The new ads are aimed at a younger and more contemporary shopper and are thought to have cost the company several million.
In the campaign the young actress can be seen walking through an animated black and white landscape, riding on the train and looking into rooms, while she asks the audience ‘ever wonder where wonderful went?’
The store says it chose Tilda because she fitted the new direction it was taking. Jennifer, who is said to be signed on with Myer until 2016, has had a lot more competition for her time in recent months.
The 31-year-old took to the catwalk for the company’s Spring/ Summer launch in August and also features heavily in its latest fashion campaign.
But she is also heavily invested in Foxtels Australia’s Next Top Model and is now also the face of development Trinity Point. The entrepreneur also heads up her own swimwear line – Cozi and is the face of her tanning products JBronze.
She also has a lucrative deal with Mount Franklin water as well as her own property investments and company which her husband Jake Wall is involved in.
Myer representatives told The Telegraph Jennifer is still very much involved in the brand.
Chief Merchandise and Marketing Officer, Daniel Bracken said: ‘We use different talents for different communications. A sense of wonder is evoked by a lesser known talent in this commercial.
‘Our new campaign is designed to engage emotionally with all our existing customers as well as appealing to our growing contemporary customer segment.
‘Jennifer Hawkins is the Face of Myer and continues to help us create wonderful experiences for our customers.
‘Whether it’s launching our new stores, showcasing new collections on the catwalk, appearing in our new catalogue coming out his week, judging Myer Fashions on the Field, no one helps us find wonderful quite like Jennifer.’
The store has faced a drop in profits for the third consecutive year as shops face the rise of online retail.
The 114-year old store has taken on the likes of esteemed Australian Alex Perry into its ranks in a bid to combat the slump
It also now showcases Sass and Bide in its stores after the design duo parted ways with rival David Jones.
However despite the slump, Chief Executive Officer and Managing Director Bernie Brookes does not appear concerned and believes ongoing investments in Myer will help create more profits.
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