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''Sex'''s Carrie and Charlotte star in new ads -- Sarah Jessica Parker pitches for the Gap while Kristin Davis is the new face of Maybelline

Sex sells, or at least that's what Maybelline New York is hoping. The cosmetics giant has tapped ''Sex and the City'''s Kristin Davis to be the new face of thirtysomething beauty in an ad campaign launching this winter.

And with castmate and hawker for Maybelline sister company GarnierSarah Jessica Parker making a fall into the Gap's new campaign, ''Sex''-ing up ads may be the hottest trend since the return of the Chanel jacket.

''People are so familiar with the show that they feel like they know us,'' says Davis. ''In Sarah's case, she's so fashionable and original that the Gap seems like the perfect fit.''

But really...the Gap? Maybelline? What would Park Avenue princess (and likely La Mer devotee) Charlotte think of all this?

''She'd love it!'' says Davis, who just inked a development deal with HBO and lends her voice to Nickelodeon's ''Miss Spider's Sunny Patch Friends'' this fall. ''Makeup -- especially a brand like this -- helps you re-create yourself and feel beautiful.'' Even Miranda couldn't make a case against that.

Originally posted Aug 20, 2004 Published in issue #779-780 Aug 20, 2004 Order article reprints