Star of the upcoming Pirates of the Caribbean: On Stranger Tides sequel, Penelope Cruz is the new face of Lancôme's Trésor campaign.

The ads, which in the past starred Isabella Rossellini and Kate Winslet, were this time shot by Mario Testino at the Hotel Crillon in Paris and will start appearing later this year.

Winslet will still feature in the L'Absolu lipstick campaign, while the brand's latest blockbuster addition, Julia Roberts, has started modeling other Lancôme cosmetics including mascara in what is the first beauty campaign of her career.

In related news, German actress Diane Kruger - who was signed by L'Oréal last year - has just been named the face of Calvin Klein's new fragrance, which will be distributed by Coty. Implications of this rivaling set-up remain to be seen.