Spokesmen for L'Oreal USA announced this week the new face of their 2006 campaign, young starlet Scarlett Johansson. This partnership marks the 21-year-old's first endorsement and what a choice! This Emmy nominated actress has such an old Hollywood glamour that has somehow been lost between teen trendsetters Mary Kate Olsen and Mischa Barton. Insiders report that the over $4 million dollar massive multimedia campaign will definitely shine Scarlett Johansson in a new light. “You can expert to see Scarlett trying out a lot of different hair colours and not just her trademark platinum blonde look,” says a L’Oreal USA insider.
Following in the steps of bombshell Beyonce Knowles will give Johansson a great guide, but I know everyone is dying to see what hair color she will make popular for 2006’s young starlets. I’d personally like to see red hair big for the Spring. Since curls are definitely the must style of the moment, imagine a full head of cascading red curls — and Johansson is one style maker that could really pull it off.
Not only with Johansson be the new face of one of L’Oreal’s various color lines, she will also be the face of the new color line: HIP High Intensity Pigments. According to our L’Oreal insider, the company hopes to generate at least $50 million of sales in the first year.
“It’s wonderful to be working with L’Oreal, a company that has celebrated independent women for years,” says Johansson. “I’m very excited to be part of this campaign, which is modern and fashion forward.”
Even though she tried out for The Parent Trap in 1998 and didn’t make the cut (the role was won by Hollywood’s “It” Girl Lindsay Lohan), Johansson has definitely proved that she is not only a Golden Globe nominated acclaimed actress (The Girl with the Pearl Earring, Woody Allen’s Match Point, Island, In Good Company) but she’s gorgeous as well (Ranked #9 in FHM's 2005 100 Sexiest Women in the World, Calvin Klein and Louis Vuitton 2004 campaigns). Well done Scarlet! We can’t wait to hear your sultry version of “I’m Worth It.”
