It's been announced that Hollywood actress Anne Hathaway, 25, is the latest brand ambassador for French beauty and cosmetics brand, Lancôme.
Sources say that Hathaway will be the face of the company’s highly anticipated new fragrance, which has yet to be named. Hathaway, who starred in Brokeback Mountain and The Devil Wears Prada, is expected to appear in a major print and TV advertising campaign for the fragrance, which will be launched in 2008.
Lancôme International president Odile Roujol believes that Hathaway is the ideal ambassador for the brand’s new scent. Speaking after the announcement in America, Roujol said: "Anne Hathaway is a radiant young woman who perfectly embodies modern femininity. We know she will portray all the passion and excitement of our new fragrance to be launched throughout the world in September 2008."
Lancôme’s previous advertising campaigns have been praised in fashion circles, particularly the black and white commercial for its Trésor fragrance, which is currently on our screens. Celebrated fashion photographer Peter Lindbergh shot this striking ad, which features British actress Kate Winslet, star of Titanic and Finding Neverland, who was made the face of Trésor in late 2007. This advertisement, alongside Baz Luhrman’s Moulin Rouge-inspired advert for Chanel No.5 shows that adverts for fragrances and cosmetics are becoming as extravagant as mini feature films. Although it is unclear whether Lindbergh will shoot the new Hathaway campaign, many industry insiders are hoping that the result will be just as spectacular.
Hathaway certainly isn’t the first Hollywood A-lister to be used in a Lancôme advertising campaign. The beauty and cosmetics giant has also used a number of other celebrities to promote their products, including Uma Thurman, Clive Owen, Drew Barrymore, Mena Suvari, Isabella Rossellini, Juliette Binoche and, of course, Kate Winslet.
Source:
Marie Claire
Elle
Showbiz Spy
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