L’Oréal turns to Johansson for glamour

L’Oréal Paris, the cosmetic giant’s consumer brand, has added Hollywood actresses Scarlett Johansson and Penelope Cruz to its "Dream Team" of representatives.

Johansson, who won a best actress award at the Venice Film Festival for her performance in Sofia Coppola’s Lost In Translation, will feature in two forthcoming press and television campaigns. One is for an undisclosed body product, the other for the Gloss, Glam, Shine haircare range.

Youcef Nabi, international managing director of L’Oréal Paris, says: "It’s striking to see how Scarlett breathes youth and modernity into L’Oréal Paris, as well as a note of elegance and Hollywood-style glamour."

Cruz, whose films include Captain Correlli’s Mandolin and Vanilla Sky, will represent ranges including Elvive shampoo and Elnett hairspray.

L’Oréal Paris is one of the six brands that make up the cosmetics giant’s consumer division, along with the Garnier, Maybelline, Soft Sheen Carson and Yue Sai and Créateurs De Beauté brands.

Originally a haircare-only brand, L’Oréal Paris products now also span skincare and make-up, and are positioned halfway between the mass market and prestige sectors.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here