A VOLUNTARY LONG BREAK FROM THE WHITE SCREEN HAS MEANT A FOCUS ON FAMILY AND A
OWN WINE COMPANY. NOW CAMERON DIAZ IS BACK IN ACTION AT THE SAME TIME AS SHE
NOTICES THAT SHE HAS CHANGED – SHE SEES GETTING OLDER AS A PRIVILEGE.

SOMETIMES BEING A CELEBRITY GETS REALLY HARD AND I DREAMED OF A LIFE THERE
I COULD BE MORE PRIVATE. WHEN I MADE UP, I SAID NO TO EVERYONE.
JOB OFFERS AND I DIDN'T LISTEN TO 'GOOD ADVICE'. I HAD PUT MY FOOT DOWN
AND BE DETERMINED AND PURPOSEFUL ABOUT WHAT I WANTED TO DO

CAMERON DIAZ NEW MOVIES has the perfect title. Back In Action is the name of the film that will premiere in January and that is exactly what Cameron Diaz is – back in action after ten years away from the world of film. The absence was entirely her own choice.

– I needed time to spend time with myself and live a normal life. Cameron has not been idle in the last decade. She has had two children and launched a wine brand in the US. After 20 years at the top of her career as one of Hollywood's highest paid female actor Cameron Diaz suddenly had enough and decided ten years ago to take a break. Her life and career were moving so fast that she felt like she had to press the pause button to keep going. She felt like there was so much she wanted to do that she never had time to do.

In an interview with the American Forbes business magazine She says she wanted to spend time with her husband, start a family, and live a more private life far away from the Hollywood spotlight.

– I simply needed peace, quiet and quiet and to get away from the public eye. It was a good investment, I needed a break and today I feel better than ever, she says.

THE BLONDE FROM LONG BEACH
Cameron got an early start in her career. She worked as a model in her teens and was discovered by a talent scout at the age of 21. Before she knew it, she was playing the female lead opposite Jim Carrey in The Mask. The cheerful, funny blonde from Long Beach, California became a super celebrity overnight.

The year was 1994 and then followed 20 years of more than 45 films, including blockbusters like Den där Mary, My Best Friend's Wedding, Inside John Malkovich's Head, Gangs of New York and Knight and Day. For his participation in Charlie's Angels 2003 she became the second female actor of all time (after
Julia Roberts) to receive a fee of $20 million for a film role.

"I've had a fantastic career," says Cameron, "but it's also been a whirlwind. Sometimes being a celebrity can be very difficult and I dreamed of a life where I could be more private. Once I made up my mind, I turned down all the job offers and I didn't listen to 'good advice'. I had put my foot down and was determined and determined about what I wanted to do.".

During her absence from the film industry, she has lived what she describes as an ordinary life, together with her rock musician husband. Benji Madden, who is the guitarist for the band Good Charlotte. The couple has two children, a daughter born in 2019 and a son born in 2023. Cameron enjoys spending time with his family, cooking, and other everyday things. Unlike many other celebrities, Cameron and Benji manage to stay out of the limelight quite well. paparazzi and they choose not to share pictures of the children on social media.

ENTREPRENEURS IN WINE
Although Cameron has had a long break from the world of film, she has had other things on her mind. In 2020, she launched the wine brand together with successful entrepreneur Katherine Power Avaline, which in just a few years has grown to become one of the most popular wines in the United States.

It all started with the friends Cameron and Katherine were chatting over a glass of wine. Both have a great interest in well-being and the importance of eating a good diet. One of them, they don't remember exactly who, asked during the conversation what a wine actually contains. Is it just fermented grapes, or does it contain other things as well? The two friends curiously turned the bottles over to read the ingredients list on the label and were surprised to see that there was no ingredients list.

– It felt strange that we are so careful about everything else we put in our bodies, that we look at every additive and nutritional content in an ingredients list, but when it came to wine, we didn't care.

They started doing research and quickly learned that wine and wine products in the USA have been exempted from the labeling requirements for nutrition declaration and ingredient lists that apply to other foods.

– We felt that there was a need for consumers to know what they are actually drinking. We felt that there was a need for organic wines where there is transparency about the contents. The result was a vegan wine
which in the process has not been in contact with gelatin, house puffs, milk protein or eggs.

WE FELT THERE WAS A NEED FOR CONSUMERS TO KNOW WHAT THEY ARE ACTUALLY DRINKING. WE FELT THERE WAS A NEED FOR ORGANIC WINES WHERE THEY ARE TRANSPARENT ABOUT THE CONTENT

TWO WOMEN FROM HOLLYWOOD
Katherine is an experienced entrepreneur who is behind the makeup brand, among other things. Merit Beauty and the Versed skincare line. Winemaking was a completely new area for both her and Cameron.

– It has been a two-year process to come up with this wine, says Cameron Diaz. I must admit that at first I had no idea about the process of making wine. But we learned quickly.

To review wine industry and asking critical questions about mysterious ingredients and additives in wine was not exactly popular. When two women from Hollywood came knocking on the doors of the world's great winemakers, they were not particularly well received. But in the end, they found the right one. They found winemakers in Europe who were eager to collaborate to produce better wine. Shaking up the wine industry has paid off. Alavine's red, white, sparkling and rosé wines are now sold all over the United States. Aveline is marketed as a lifestyle brand and the company uses social media to spread awareness of the brand and to inspire a more
healthy way to consume wine.

“We decided to have screw caps on the bottles to make it easy to drink just one glass with dinner and then store the bottle for later and not feel like you have to drink the whole bottle at once,” says Cameron.

That one super celebrity Cameron Diaz's association with the Aveline brand has certainly helped generate interest among retailers and consumers. But it wasn't obvious to either Cameron or Katherine to use the celebrity connection in marketing.

“Over the years, I’ve been bombarded with offers from companies wanting me to invest in or represent everything from perfumes and clothing brands to kitchen products and cars,” says Cameron. “But I wasn’t interested. It just didn’t feel like my thing.”.

A GOOD AND BETTER WINE
Katherine says that there are many examples of brands where a celebrity was put on the label and it has completely flopped, so it was not at all obvious that the wines would become popular just because Cameron was one of the founders.

– But we still went with our gut feeling where we felt that there is an authenticity in our brand that is created by two women who are friends, and one of them happens to be a world-famous actor. But it feels like we have done the right thing when we have thought of using honesty and transparency right through, both when we talk about the product's content, as well as in marketing and communication. We are simply two women who like to have a glass of wine sometimes and we want to drink a good wine that is better for us and for the planet. I think many people recognize themselves in us.

Film lovers all over the world welcome Cameron back to the world of cinema. The movie Back in Actionn premieres on Netflix January 17. In the film, Cameron reunites with Jamie Foxx, whom she starred opposite in Any Given Sunday and Annie. They play a married couple who have given up their former lives as CIA spies to live a peaceful family life. When their secret is revealed, they are forced to tell their children about their past and they are thrown into an action-packed and deadly adventure. How many films there will be in the future is only Cameron who knows. It is she and no one else who decides. At 52, she feels that she has made the right choice in life. She has many million at the bank, a nice family, lots of job offers and is now a successful entrepreneur. To those who point out that she is no longer young, she gives the middle finger and shrugs.

– Film industry is insanely fixated on age and appearance. It's like you're expected to look the same as you did when you were 25 even though you're over 50. We have to change. I'm not the same person I was 25 years ago. I've changed and that's a good thing. Getting older is a privilege.

CAMERON DIAZ
Age: 52.
Occupation: Actor and entrepreneur.
Boron Los Angeles.
Family Married to Benji Madden, guitarist for the rock band Good Charlotte. The couple has two children.
Career in brief: Began working as a model in her teens. Made her first film role at 21 opposite Jim Carrey in The Mask. Has acted in more than 45 films, including My Best Friend's Wedding, That Mary, Inside John Malkovich's Head, Vanilla Sky, Gangs of New York, Charlie's Angles, Knight & Day, The Holiday,
Bad Teacher or Annie. Runs the popular wine brand Avaline in the USA together with successful entrepreneur Katherine Power.
Currently Starring opposite Jamie Foxx in the action comedy Back In Action, which premieres on Netflix January 17th.