Clive Owen the new face Lancome

On screen he is the epitome of masculine ruggedness, an actor renowned for his smouldering looks and tough guy leads, and in his latest role he is the new 'face' of Lancome Homme. The British actor will receive £2.5million for promoting the cosmetics line - which includes scientific skincare products such as plankton-infused wrinkle cream, 'invigorating' cleansing gel and smooth face scrub. Lancome's roster of 'faces' includes Sir Mick Jagger's daughter Lizzie, American actress Uma Thurman, Spanish starlet Ines Sastre and German beauty Diane Kruger - who played Helen in Troy .

According to the Mail on Sunday, a Lancome insider said they hoped Owen's input would encourage men to be more open about buying skincare products. "The company thinks he's fabulous, he's very manly looking," the source said. "He'll be huge for the heterosexual market. "He's getting a giant fee but the men's skincare market is exploding. Suddenly it's become OK for real men to care about how they look.

"We're not just talking a line that will sell to older men. Young men are starting to buy these products early because they want to take care of their skin as much as women do." The company's PR spokeswoman Samdrine Diagara told The Mail on Sunday: "The deal is not yet signed and it's very confidential so all I can tell you is we are planning a major, major advertising campaign for Homme, our men's skincare and anti-ageing line."