French cosmetics giant L’Oréal has announced that doe-eyed beauty Anne Hathaway will be the face of Lancôme’s as-yet unrevealed latest fragrance.
Ending months of speculation, the company has confirmed that the Brokeback Mountain star will front the scent due to be launched the coming Fall.
“Anne Hathaway is a radiant young woman who perfectly embodies modern femininity,” said Lancôme International president Odile Roujol in a statement. “We know she will portray all the passion and excitement of our new fragrance, to be launched throughout the world in September 2008.”
With this, the fashion-inclined ‘Devil Wears Prada’ will step into the shoes of Kate Winslet, Uma Thurman and Clive Owen, who have previously fronted Lancôme. Industry circles also opine that Anne’s appointment to this role is also a as bid to appeal to a wider and younger market, a trend gaining momentum, most recently with Keira Knightley’s endorsement of Chanel.
However, we’ll see the 25-year-old star well before the launch of Lancôme ads as Agent 99 in the big screen version of ‘Get Smart’, opposite Steve Carell, scheduled for release in June 2008. Anne Hathaway has also signed to star in romantic comedy ‘Bride wars’, opposite Kate Hudson, which centers around two best friends who become rivals overnight when they realize that they’ve scheduled their weddings for the same day.
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