This year the 19-year old Johansson won critical acclaim for her role in Sofia Coppola's Lost In Translation. The company has stated that the actress was chosen as she is a talented young force that exudes a sophistication and confidence that is not readily seen today. In addition she is able to balance it all with a relaxed attitude and a sense of humour.

This marks the first starring role in a major advertising campaign for Johansson. While the new fragrance is still under wraps Johansson has signed to star in the print and television campaign, which begins shooting next month. Unilever Cosmetics International senior VP marketing Laura Klauberg was quoted in a company release saying, "Calvin Klein has an incredible history of featuring up-and-coming talent in ads. We made the decision to sign Scarlett because she is so of the moment: hip, fresh with an urban sophistication."

Past campaigns have featured models like Kate Moss and Christy Turlington and actors such as Mark Wahlberg and Andie McDowell.