Penélope Cruz is the newest face of Lancôme.

The Spanish stunner will front the company's classic scent Trésor in an advertising campaign that will launch later this year.

Cruz was spotted yesterday shooting the campaign in Paris with fashion-favorite photographer Mario Testino. The star of the upcoming "Pirates of the Caribbean: On Stranger Tides" posed on a balcony at the famous Hotel Crillon, with a classic updo and elegant, one-shouldered black dress.

Lancôme has been shooting in Paris all week, as reported by vice president of public relations Kerry Diamond on The Lancôme Blog (Diamond has also been unearthing Parisian treasures, like this Karl Lagerfeld Coca-Cola Light Bottle!). According to Lancôme's twitter feed, the brand is shooting a new ad with spokesmodel Arlenis Sosa and makeup artist Aaron De Mey today.

Trésor was launched in 1990 and has been fronted by some of Hollywood's most fabulous faces, including Isabella Rossellini and Kate Winslet, who became the face of the fragrance in 2007 and currently stars in the ad campaign for Lancôme L'Absolu Crème De Brilliance lipstick. A classically romantic scent, Trésor features notes of rose and lilac plus sparkling apricot blossom.

Lancôme's current campaign for Trésor in Love -- now available in Europe and launching Stateside in early fall (you could win a bottle here) -- stars brand spokesmodel Elettra Rossellini Wiedemann as a young Audrey Hepburn.

The company has been upping its star factor this year, signing Julia Roberts in December in the first cosmetics contract of her career. The "Eat, Pray Love" star will endorse their best-selling line of mascaras, along with lip glosses and fragrances, and her personal red-carpet favorite, L'Absolu Rouge Lipstick in Rich Cashmere.

Roberts reportedly insisted that a lighter hand be used on ad airbrushing, so as to preserve the age and expression around her eyes. We wonder if Cruz will do the same.