Emma Watson to be face of Lancome

The actress has managed to distance herself from her Harry Potter character - frizzy-haired Hermione Granger - with her pixie crop, but overachiever is something both Emma and Hermione do well. On top of promoting the last Potter films, designing (and modelling) for eco-friendly fashion brand People Tree and studying at Brown University in the US, Emma is about to add to her modelling portfolio (she's starred in campaigns for Burberry) by signing a six-figure deal with Lancome.

It's an unusual choice for the make-up and skincare brand that has chosen thirty-something actresses - Julia Roberts, Uma Thurman, Juliette Binoche - to front its products in the past. But it looks like Lancome wants to pull in new, younger customers with Emma, 20, as the face and why not? If you can attract a fanbase early (as Emma has) they're likely to stay loyal for years.

Emma said, ‘It’s so exciting, I can’t wait to start shooting,’ But the pretty, young star has confessed, ‘Although I don’t wear much make-up I’m a big fan of Lancome products, especially their mascara.’

The ads will be shot next month by Mario Testino and Emma will also star in TV adverts for the brand.