Harry Potter star Emma Watson has been announced as the new face of beauty brand Lancôme.

Following the choices of more mature spokesmodels such as Julia Roberts, opting for Watson to represent its products could hint at the brand's repositioning towards a younger audience.

Watson, who has previously starred in fashion ads for Burberry and has worked together with eco-friendly brand People Tree, has tried to distance herself from her role as Hermione Granger in Harry Potter by getting a new pixie haircut and wearing high-fashion brands on the red carpet. Her beauty ads - which will be shot by Mario Testino, no less - are likely to help her get noticed as a woman who's fit for "grown-up" roles.