Talk about looking like a million dollars: Lloyd's of London and a major pharmaceutical company believe actress America Ferrera's smile is worth insuring for ten times that.
The $10 million policy, purchased by GlaxoSmithKline through Lloyd's, was part of a publicity kick-off for the company's Aquafresh White Trays product and a donation campaign for Smiles for Success.
Ms. Ferrera, who stars in the ABC comedy program "Ugly Betty," was insured for her natural smile. In her on-screen persona she wears braces. She joins a long list of celebrities whose specific body parts have been covered by policies underwritten by Lloyd's over the years, the syndicate said.
Wendy Baker, president of Lloyd's America, mentioned in a statement that Lloyd's "has more than 300 years' experience devising innovative insurance policies for unique risks–and insuring celebrity body parts is one of them. That's why, when our underwriters were approached to insure America's smile for $10 million, they were happy to devise a policy that fitted the bill."
The insurance coverage was placed through Lloyd's broker, Glencairn Limited, on behalf of Hanleigh Management Inc, based in Montvale, N.J.
The United Kingdom-based pharmaceutical company said that in addition to its promotion campaign, it is supporting Smiles for Success with a $1 donation for every box of Aquafresh White Trays sold.
The program, established in 1995, offers cost-free dental care to women graduates of accredited job-readiness and placement programs, or other community-based agencies, religious institutions or rehabilitative systems. It will also donate $1–up to $100,000–for every person who enters its online contest www.howmuchisthissmileworth.com.
The winner will join Ms. Ferrera in Hollywood at an event.
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