Emma Watson to Replace Keira Knightley for Chanel Fragrance

Mon, 16 June 2008 03:02:41 ET

Emma Watson is set to replace Keira Knightley as brand ambassador for Chanel perfume, Coco Mademoiselle.

It is such a big luck for Emma Watson that she has been chosen as brand ambassador for Chanel's Coco Mademoiselle fragrance. She is going to replace former ambassador, Keira Knightley, whose contract with the French fashion house ends this summer.

For the perfume advertisement, Emma has signed a 3-million Pound Sterling two-year contract with Chanel. A source told the Daily Mail, "Emma has been excitedly telling friends that she is going to be taking over from Keira." The source then added, "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."

Furthermore, according to the source, Chanel chose Emma because they put their target to young consumers. "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 realizes it is important to target a young audience," the source revealed.

Emma, who earns 2-million Pound Sterling a movie, has previously signed up with leading model agency Storm. As the face of Coco Mademoiselle, she followed the footsteps of Kate Moss, who was signed up in 2003 but then replaced by Keira in the following year.

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