Sarah Jessica Parker, starring in a popular TV-show Sex And The City, has signed up to become a new face of Lux soap. The Brand is currently undergoing a J37 million re-branding program, hoping to revive its huge 70th and 60th popularity.

An advertising agency J Walter Thompson has decided that the actress is the perfect face for its Bring Out The Star In You campaign.

"[Parker] epitomises the modern Lux woman," brand manager Jo Mason said. "Women who simply love being women, those who seek heightened femininity and those who love the world of beauty and are looking for accessible and affordable luxury. The introduction of Sarah Jessica Parker as the face of Lux will create excitement and talkability amongst our target audience."