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The Lancôme division of L’Oréal has signed Penélope Cruz as the brand’s third superstar spokesmodel, along with Julia Roberts and Kate Winslet.
This story first appeared in the May 3, 2010 issue of WWD. Subscribe Today.
Cruz will become the face of Lancôme’s top-ranked Trésor fragrance with a new ad campaign in the fall, according to a brand spokesman. Winslet, who had been the face of Trésor, will concentrate on Renergie, one of Lancôme’s major skin care franchises, L’Absolu Rouge lipstick and other projects.
Cruz previously had appeared in ads for the company’s L’Oréal Paris brand.