Emma Watson promotes Lancome lipstick

Emma Watson's latest Lancome advert is aimed at getting young women to start using lipsticks again.

The 'Harry Potter' actress appears in a new campaign for the brand's new Rouge in Love lipstick and Vernis in Love nail polish and bosses are keen for the ads to make lipstick more popular.

Youcef Nabi, president of Lancôme International, told WWD: "The idea is to make this young generation - that has been a gloss fan - come back to using lipsticks. We worked with Emma on the shade range."

The lipsticks, available in 24 shades, come in a metallic case that can double as a mirror.

Youcef added: "This new generation spends their time looking at themselves in the mirror."

Lancome will also launch a new app, Virtual Mirror, with the lipsticks, which will allow customers to experiment with various colours online before buying.

She said: "You will be able to try all the shades by downloading your picture. It's really you transformed before your eyes."

The nail polish complements the lip colours, with Youcef saying: "Lipstick doesn't come without a nail enamel. It's the ultimate fashion accessory."