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Lancôme has signed actress Emma Watson as its latest brand ambassador, confirming a report in the Feb. 15 issue of WWD.
This story first appeared in the March 14, 2011 issue of WWD. Subscribe Today.
Watson joins Julia Roberts, Penélope Cruz and Kate Winslet as brand ambassadors for the cosmetics company.
In advance of the formal announcement, Watson tweeted about “having a new cosmetics deal” — intended to stoke curiosity before the Monday-morning announcement in Paris.
“Thanks to her charm, romanticism and her incredible modernity, Emma Watson has become the icon of her generation,” said Youcef Nabi, president of Lancôme International. “We are delighted by this new collaboration with Emma, who brings a fresh spirit to Lancôme.”
Mario Testino is said to be shooting the ad campaign.
Watson has also been the face of Burberry twice, appearing in the brand’s fall 2009 and spring 2010 campaigns.
The 20-year-old Watson, who recently said she will take a break from her studies at Brown University to focus on acting, is keeping busy: She just worked with Alberta Ferretti to create a “green” capsule collection called Pure Threads by Emma Watson Alberta Ferretti. It was produced with materials and techniques that are environmentally friendly and made in Italy, and will be available exclusively on albertaferretti.com beginning March 21.
Part of the proceeds will be donated to People Tree, a nonprofit organization Watson supports. People Tree collaborates with manufacturers in 15 developing countries and stimulates small companies to produce low-impact clothing.
She also will begin shooting Summit Entertainment’s “The Perks of Being a Wallflower” this summer. The script is based on Stephen Chbosky’s coming-of-age novel centering on the trials and tribulations of a 15-year-old outsider. Logan Lerman will play the main character, Charlie, and Watson will play his first love, Samantha.
Chbosky adapted the screenplay from his own novel and will also direct the film. Filming is due to start this summer.
In a March 7 message to fans on her Web site, Watson wrote: “As you know, I love Brown and I love studying pretty much more than anything but recently I’ve had so much to juggle that being a student AND fulfilling my other commitments has become a little impossible. I’ve decided to take a bit of time off to completely finish my work on Harry Potter (the last one comes out this summer) and to focus on my other professional and acting projects. I will still be working towards my degree…it’s just going to take me a semester or two longer than I thought :)”