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.

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