Hathaway Deal Makes Scents
The devil may have worn Prada, but Anne Hathaway is apparently more of a Lancôme girl.
After months of spokesmodel speculation, the French cosmetics giant has confirmed that the red carpet regular has signed on to become the company's newest "brand ambassador" beginning this fall—which, in nonfashionista terms, means the Brokeback Mountain star has scored herself a pretty luxe endorsement deal.
The 25-year-old star will front Lancôme's as-yet unrevealed newest fragrance in print and, most likely, TV ads.
"Anne Hathaway is a radiant young woman who perfectly embodies modern femininity," Lancôme International president Odile Roujol said in making the announcement. "We know she will portray all the passion and excitement of our new fragrance, to be launched throughout the world in September 2008."
Rumors of the porcelain beauty's possible beauty recruitment began circulating in October, when fashion industry publications reported that Hathaway had been in preliminary discussions with L'Oréal, which owns the Lancôme brand.
While the ambassadorship is Hathaway's first such commercial campaign, she's far from being the first famous face to front for the company. She joins the brand's already impressive parade of A-list endorsers, which currently counts Kate Winslet, Uma Thurman and Clive Owen among its spokescelebs.
The fashion-forward Devil Wears Prada star's appointment is no doubt part of the brand's, and in fact the industry's, bid to appeal to a wider and younger market, most recently with Chanel fragrance's recruitment of Keira Knightley.
However, before Hathaway steps into her brand-new role as spokesmodel, she'll be stepping back into an increasingly familiar role as romantic comedy star. She recently signed on to star opposite fellow rom-com regular Kate Hudson in Bride Wars, centering on two best friends who turn into rivals after realizing they've scheduled their respective weddings for the same day.
Next up, she hits the big screen this June as Agent 99 in the remake of Get Smart, opposite Steve Carell.
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