Emma Watson to bring 'fresh spirit' to Lancome

Emma Watson was chosen to become the new face of Lancome because she brings a "fresh spirit" to the brand.

The 'Harry Potter' actress has been officially confirmed as the cosmetics firm's latest signing - following in the footsteps Julia Roberts, Penelope Cruz and Kate Winslet - and bosses believe the 20-year-old beauty is the perfect person to front their campaigns.

Youcef Nabi, president of Lancôme International, said: "Thanks to her charm, romanticism and her incredible modernity, Emma Watson has become the icon of her generation. We are delighted by this new collaboration with Emma, who brings a fresh spirit to Lancome."

The campaign is being shot by legendary photographer Mario Testino and Emma - who was once the face of Burberry - has previously said she can't wait to get to work.

She said of her new role: "It's so exciting, I can't wait to start shooting. Although I don't wear much make-up, I'm a big fan of Lancome products, especially their mascara."

Emma has launched her own ethical clothing range for People Tree and has said it is something she wants to do more of.

She revealed: "I love it, and I will continue to work in the fashion industry. I am interested in ethical fashion, I want to make a difference and it's nice to contribute."