It’s time for Emma Watson to work her magic in front of the camera but not in her role as Hermione Granger in Harry Potter. It was announced yesterday that Emma, aged 20, is set to be the new face of Lancôme. After leading her Twitter followers through a series of cryptic clues in her weekend tweets, the announcement came out yesterday via her tweet: “It starts with an L and ends with an E. I’m sure you have guessed the new face of Lancôme is me! :-).”
“Thanks to her charm, romanticism and her incredible modernity, Emma Watson has become the icon of her generation,” Lancôme president Youcef Nabi said in a statement. “We are delighted by the new collaboration with Emma, who brings a fresh spirit to Lancôme.”
We have to assume that Lancôme is trying to target a younger market as the young Watson joins the ranks of celebrity brand ambassadors such as Julia Roberts, Penélope Cruz, Kate Winslet and Anne Hathaway, and makes history as the brand’s youngest ambassador to date. (Kate Winslet was 33 when she inked her deal with the beauty brand while Julia Roberts was a mature 41, Penélope Cruz was 35 and Anne Hathaway was 25.)
This new, youthful strategy will be captured in a campaign rumoured to be shot by leading fashion photographer, Mario Testino. Watson will more than likely take it in her stride as she has been shot by Testino before as the face of Burberry’s Autumn/Winter 2009 and Spring/Summer 2010 campaigns. Although a newcomer to the beauty business, Emma is no stranger to the fashion industry, having launched her eco-friendly fashion collaboration, “Pure Threads”, with Italian designer Alberta Ferretti last week and it isn’t the first time she’s tried her hand at designing either.
While Emma says that she is taking a break from her studies, she will still be working towards her degree but it’ll obviously take a little longer than planned with the projects she currently has in the works.
This young lady obviously doesn’t need Hogwarts to teach her how to cast her spell. She seems to be doing pretty well on her own!