L’Oréal Paris has tapped another beautiful lady, fashion super-model Natasha Poly, as its new international spokeswoman. The company, which has collaborated with a roster of fashion, music and cinema celebrities, including Doutzen Kroes, Claudia Schiffer, Gwen Stefani, Patrick Dempsey, Jane Fonda, Hugh Laurie and Beyoncé Knowles to name but a few, invited 26-year old Poly to represent its promotional efforts. The new ambassadress is a truly great fit for the company, considering her impressive career—after winning a modeling competition in Moscow at the age of 15, Poly collaborated with over 54 fashion houses, including leading international brands such as Jean Paul Gaultier, Yves Saint Laurent, Roberto Cavalli, Chanel and Valentino.

Photo: Natasha Poly became a new L’Oréal Paris Spokeswoman

“Natasha has a magnetic beauty that has established her major presence on the fashion scene in just a few years. Stunningly beautiful, our new Russian icon has a glamorous, edgy sense of style, complemented by a striking personality,” states Cyril Chapuy, Global Brand President of L’Oréal Paris. “It’s not a coincidence that I’ve taken on this role with L’Oréal Paris. Before becoming a model, I dreamed of being a professional makeup artist! I’ve always loved cosmetics and I always need to have my L’Oréal Paris products backstage at fashion shows. Color Riche lipstick and Elnett hair spray are iconic products for me, and I’m so excited to be representing them,” says Natasha Poly.

But L’Oréal Paris doesn’t always feature its ambassadors in advertising—last Sunday, February 26, the company released an advert for Casting Crème Gloss on ITV during the Dancing on Ice final in the UK, starring three competition winners—a redhead, a blonde, and a brunette—alongside Cheryl Cole. L’Oréal Paris started a competition on its Facebook fan-page, searching for three girls with different colour of hair. The entrants were asked to share why they love Casting Crème Gloss, and add their photo—their responses were then used for the advertising campaign. The 50 girls selected by public were invited to L’Oréal Paris UK Head Office, then they were shortlisted to 15, and finally Cheryl Cole herself chose three winners.