Why? Because Scarlett is worth it!
to become the latest face to promote its products. The campaign
will see Johansson promote its new micro-based High Intensity
Pigments (HIP) line in a deal that industry sources estimate to be
valued at $3 - 4 million.
Johansson will become the company's new 'ambassadress' from the beginning of 2006 and her first television commercial promoting the product will be aired in the US on January 16.
"We have shot three new campaigns with Scarlett, one for a new make-up innovation, one for a new body product, and the other for the famous Gloss Glam Shine," said Youcef Nabi, international managing director of L'Oreal.
The HIP collection is due to launch at chain, drug and mass-market outlets throughout the US in February. It includes a comprehensive range of color cosmetics, including lip colors, liquid make-up, bronzing powder and eye shadow.
Until now this sort of technology is only included in prestige brands, but L'Oreal is planning on making its mark by opening it up to the mass market. The range is said to cost from $7 - 13 and is available in 61 colors.
L'Oreal has been working towards the development of the technology for the mass market for some years now. Back in August last year, the company revealed to CosmeticsDesign that research into photonics in nature headed by Pete Vukusic at Exeter University, UK, would soon lead to the availability of cosmetics incorporating unique color effects.
The technology is dependent on light - such as the typical iridescent sheen that colors butterfly wings and peacock plumes. L'Oreal has reproduced this effect using micro fine powders to reproduce the vibrant colors that have hitherto been confined to the natural world.
"What is amazing about this technology is that we are able to create color through light and not through pigment," said Patricia Pineau, L'Oreal research director. "Put basically we are able to use nano science to control the colour effect by layering the compound's structure. Different gaps in the layers and varying numbers of layers can all influence the color outcome when it is exposed to light."
Although still only 21 years old, Johansson has already spent 10 years under the limelight. Her first major film role was alongside Robert Redford in the 1998 film Horse Whisperer, while most recently she has received her fourth Golden Globe award for her performance in the Woody Allen film Match Point.
Signing the deal with L'Oreal, Johansson joins some of the world's leading actresses, singers and models, with names that have included Claudia Schiffer, Andie MacDowell and Beyonce Knowells, who have also put their face to the company's name.
