Entertainment program called something like, "The 25 Hottest Red Carpet Stars." It showed some of the most beautiful women in the world as they counted down to number one. Uma Thurman, Selma Hayek, Nicole Kidman - all of the "usual suspects" were there. The youngest was Kiera Knightly, the oldest was Sophia Loren. Halle Berry was number one.

As I watched, it occurred to me that in addition to enjoying active careers and all but monopolizing magazine covers these days, many of the women on their list also happen to have lucrative fashion or beauty endorsement deals on the side. Catherine Zeta-Jones (Elizabeth Arden), Angelina Jolie (St. Johns Knits), Ashley Judd (American Beauty by Estée Lauder) - the list goes on and on.

Coincidence? Hardly! Everyone loves a winner.

So when the red carpet reports show "who's hot" and "who's not," companies line up with endorsement deals, hoping to catch some of the stardust coming off the red carpet.