Rimmel is reportedly planning to axe Kate Moss as the face of the brand in favour of someone younger. T4 presenter Alexa Chung and new Bond girl Gemma Arterton are said to be the favourites to replace her.
Moss has held the Rimmel contract since 2001. The brand stood by her after tabloid allegations of drug taking in 2005 but reports suggest it now wants a fresh face.
Models Lily Cole and Agyness Deyn were also thought to be in the running but it is understood that Rimmel has shortlisted Chung and Arterton.
Moss bounced back after the cocaine scandal, landing contracts with brands such as Virgin Mobile, Dior, Louis Vuitton and Calvin Klein. But she was recently replaced as the face – and body – of Agent Provocateur, which has begun to use younger models such as Deyn.
Rimmel says it has no plans to replace Moss and adds that she will continue to appear in campaigns for the brand “for the foreseeable future”.