Whereas L'Oreal anti-aging products are being promoted by model and actress Dayle Haddon, beauty firm Avon has just named British actress Jacqueline Bisset, 65, the face of a new cosmetic line, for women aged 60+.

Avon Products, Inc. Monday announced a partnership with Jacqueline Bisset, who will serve as the face of the ANEW Platinum line.

This new skincare line for women 60+ will debut this fall. In november 2010, Avon will launch simultaneously a night cream and serum, and Bisset will appear in Avon brochures.

"Jacqueline embodies everything the ANEW woman aspires to be - beauty, poise and sophistication," saidAndre Baradat, Vice President, Global Skincare Marketing, Avon.

Bisset joins a long list of Avon's celebrity partners, including Fergie, Courteney Cox, Patrick Dempsey, Salma Hayek, Reese Witherspoon and Derek Jeter.