• Brandweek, Tuesday, January 10, 2006 12:15 PM

For the second time in as many weeks, L'Oreal Paris has signed an actress as a celebrity endorser. Last week it was blond beauty Scarlett Johannsen for a new cosmetics line. This time it's Penelope Cruz, who has been signed to an exclusive worldwide contract as spokesperson for the company and its brands. Cruz will first represent L'Oreal Paris' Natural Match, a new hair color launching this month. A TV commercial via McCann Erickson, New York, features Cruz, whose hair color was done with Natural Match in shade 5W. The spot will debut during the 63rd Annual Golden Globe Awards on Monday, Jan. 16.

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