Youcef Nabi, president of Lancôme International, justified choosing Emma Watson because: "Thanks to her charm, romanticism and her incredible modernity, Emma Watson has become the icon of her generation. We are delighted by this new collaboration with Emma who brings a fresh spirit to Lancôme".
The advertisement was directed by renowned fashion photographer Mario Testino, who captured Watson as the face of Burberry for the label's autumn/winter 2009 and spring/summer 2010 campaigns.
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