By  on June 12, 2007

PARIS — British actress Kate Winslet has been named as the new face of Lancôme's Trésor fragrance, the L'Oréal-owned company said Monday night, confirming reports in WWD.

The announcement, which was made during a dinner attended by 250 people at the Musée Rodin here, was broadcast live on the Internet, a first for a luxury brand, according to Lancôme.

"Trésor is a beautiful fragrance, it's subtle and romantic like a whisper," said Winslet, who wore a long black silk and velvet Valentino dress. "It's really a celebration of love."

The actress received a standing ovation when she entered the room. "Thank you ladies and gentlemen for such a warm welcome," she said. "It's unique and moving to be in this beautiful — if a little rainy — setting."

"This is a new page for Trésor," said Odile Roujol, Lancôme's general manager. "She is a woman of immense talent, one of Hollywood's most sought after actresses. On and off screen, she is a woman of emotion."

Winslet, who made her silver screen debut in "Heavenly Creatures" in 1994, has received five Oscar nominations and is perhaps best known for her role as Rose in "Titanic."

Lancôme lauded the actress's strong personality as evidenced in her choice of films, such as "Eternal Sunshine of the Spotless Mind," "Finding Neverland" and "Little Children."

Winslet is the latest star to join Lancôme's list of celebrity spokespeople. Others include Daria Werbowy, Elettra Rossellini and British actor Clive Owen, who was named a spokesman for Lancôme Men in January.

Trésor, which bowed in 1990, was formerly fronted by Spanish actress Inés Sastre. Prior to Sastre, Isabella Rossellini was the face of the scent.

Print and TV advertising featuring Winslet, which was shot by Peter Lindbergh on Paris' Pont des Arts, will break in September.

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