It seems like it was only yesterday that Keira Knightly was chosen as the face of Chanel's Coco Mademoiselle fragrance, as we reported and commented on here on Perfume Shrine. The commercial finally convinced us that it wasn't such a bad idea after all, or at least the artistry that went into it convinced us on the skills of the artistic team at Chanel and their collaborators.
But Keira's contract at the Coco Mademoiselle stint ends this summer and a new face will front the marquises: that of Mademoiselle Hermione, that is the young actress Emma Watson who plays Hermione Granger in the Harry Potter films.
According to the Daily Mail:
"The 18-year-old actress has signed a two-year contract worth £3million with the French fashion house to promote the brand.[...] Emma has been slowly integrated into the Chanel brand. They have been dressing her for film premieres and parties over recent months to see if she is the right fit. Once it became clear she is growing into a beautiful young woman and wears the Chanel brand so elegantly, they had to sign her up. Chanel realises it is important to target a young audience."A better choice I should think, judging by the pictures and by the far more expressive face of miss Watson! The only disadvantage is that the girl is far too young for the older consumers to identify with (I deduce Chanel doesn't target those; why didn't they choose her for Chance though?) and hasn't really shown her acting chops in anything less commercial or more artistic. But time is on her side.
That would also indirectly mean that Keira is going to front another product in the Chanel stable:
"Sources said Chanel is creating a new role for Miss Knightley who, in her latest advert, poses provocatively with just a bowler hat covering her modesty".And probably that would entail a more sophisticated one than Coco Mademoiselle too, as it would mean an upgrade, rather than younger still (Chance is out of the running following that trail of thought). So which would it be?
No.5 is officially taken by Audrey Tautou who is replacing Nicole Kidman. Coco is very much tied to 80s images and it would be a hard act to follow those wonderful Vanessa Paradis commercials as a caged bird by Jean-Paul Goude anyway. Cristalle and No.19 seem to be slowly disappearing from the US market so it wouldn't make sense to have such an advertising budget for only the European and Asian markets. Les Exclusifs are too exclusive for print ads and commercials. Does that leave Allure and Allure Sensuelle (face of latter being Anne Mouglalis)?
Myself I think they're saving her for the Chanel makeup collections or their skincare, for which surely the fresh-faced Keira couldn't be wrong. If someone -other than a professional model- is identified as the face of a fragrance, it usually means they won't be posing for another fragrance so soon.
I am very curious to see now that the great artistic director Jacques Helleu is dead what they will come up with!
So, what is your opinion on Emma as face of Coco Mademoiselle and which is your guess for the next product Keira will front?
Picture of Emma Watson via Dailymail.co.uk. Link brought to my attention by RoseInfo on MUA