English rose picked to provide a role model and value for money

IN THE Sixties, they used Twiggy and Jean Shrimpton. Thirty years on, Yardley, one of the oldest brands in the beauty market, has a new face - Helena Bonham Carter, 27, actress and professional English rose, writes Roger Tredre. English complexions, according to Yardley, are 'the envy of the world'.

Ms Bonham Carter, who will front an international cosmetics campaign, met the press yesterday at a London hotel. The 200- year-old firm, now owned by Wasserstein Pirella, a US finance company, had researched the comparative appeal of models, supermodels and actresses. Sue Radley, managing director, said: 'Women are not so impressed by supermodels. Actresses are perceived as more credible and accessible.'

They also come rather cheaper. Supermodels will not get out of bed for a beauty contract paying less than a million dollars; Ms Bonham Carter's pay cheque is thought unlikely to have reached six figures. A Yardley executive admitted she was 'good value for money'.

The actress, wearing a curious jacket with concertina sleeves, was introduced by Barry Norman, the television presenter, who called her 'a role model for British women'. She seemed ill-at-ease with the idea. Recently she has been fighting to break away from posh period roles.

Yesterday, she was full of wide-eyed enthusiasm. Then she made a faux pas. 'I'm not really into make-up . . . Well, I haven't been hitherto.'

But she was learning quickly. 'My Mum used to use the lavender soap. And I had a Yardley bubble bath last night.'

Photograph: Nicholas Turpin

(Photograph omitted)