Now that’s fresh. Mouthwash brand Listerine has insured Cynthia Erivo’s mouth for $2 million, calling it “her most valuable asset.”
“Oral care has always been an important part of my self-care routine,” Erivo said in a press statement for the new “Wash Your Mouth” campaign. “What I love about partnering with Listerine is that they are committed to making sure a basic daily routine is executed thoroughly. Brushing and flossing is important, and with the final touch of using Listerine Total Care Alcohol Free mouthwash, I know my mouth is super clean and that means I really am ready for anything.”
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In an interview with PEOPLE, Erivo revealed how oral care factors into her pre-performance routine. “It’s the last thing I do before I go on stage,” she explained. “I just want to make sure that I feel really fresh. It sort of gives me a restart before I go on and sing or speak.”
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“We’re ecstatic to collaborate with the iconic Cynthia Erivo to help consumers recognize the importance of mouthwash,” added Kamran Shahzad, US Head of Commercial, Oral Care at Kenvue. “Our new Wash Your Mouth campaign seeks to educate consumers that while brushing and flossing start the oral care routine, Listerine mouthwash completes it. Together with Cynthia, we’re making a bold move to help protect one of the most recognizable mouths in Hollywood because we’re confident that Listerine guarantees a healthier mouth.”
The campaign comes with a 30-second video, as well as a behind-the-scenes clip. Watch both below.
Erivo isn’t the first celebrity to have her mouth insured for a multi-million-dollar sum. In 2007, Aquafresh took out a $10 million policy on the smile of Ugly Betty star America Ferrera. Similarly, Julia Roberts’ smile was long rumored to be insured for $30 million, but she personally debunked that claim in a 2022 interview with The New York Times.
Audiences will soon see Erivo and her well-insured mouth front and center on November 6th, when she and Ariana Grande are set to star in a live Wicked special on NBC. It airs two weeks ahead of the sequel Wicked: For Good, which lands in theaters on November 21st.
Erivo also recently released her sophomore studio album, I Forgive You, via Verge/Republic, and will embark on a series of live shows this summer, including a starring role in the Hollywood Bowl’s staging of Jesus Christ Superstar. Get tickets here.
