For its first cosmetics line, The Makeup, Dolce & Gabbana needed to make a statement. Who better than the sultry, curvy Johansson to lead the way for the provacateur-loving brand? The partnership was announced in January 2009, when the actress was 24 years old. “Scarlett is sure of herself,” Gabbana said at the time. “She’s a beautiful girl, but she’s really easygoing. She is very Dolce & Gabbana.”
The ads debuted a month later, showing Johansson in a stylized, Marilyn Monroe-esque pinup look. With a halo of blonde curls, each ad featured Johansson in a vampish pose, surrounded by luxe leopard print or soft pink hues.