REESE WITHERSPOON: NEWEST AVON LADY.

Byline: SEMHAR DEBESSAI

>LA.COM 

Meet the world's most famous Avon Lady.

Actress Reese Witherspoon, a down-to-earth beauty icon who's admitted to having cellulite, stretch marks and pangs of intimidation when she sees Victoria's Secret models, is the new face of the global cosmetics titan.

"There's such power in the idea of empowering women through making them feel good and building their self-esteem," Witherspoon, 31, said during the Avon announcement at the Beverly Wilshire hotel last week.

"Avon does a great job of that, not only through their beauty products but in working with a foundation that supports women's causes."

As part of her Avon duties, the Oscar-winning "Walk the Line" star also will serve as honorary chairwoman of the Avon Foundation, which raises money for breast cancer research, domestic violence prevention and emergency relief.

Avon CEO Andrea Jung described Witherspoon, who rocked in a white pencil skirt and fitted top at Wednesday's event, as the ideal spokesperson for the brand.

It didn't hurt that Witherspoon grew up with Avon products.

"As long as I can remember, we've had Avon ladies in my family's life," she said. "I was even talking to my mother this morning and we were talking about who was our Avon representative when we were growing up, and she was like, 'Dolores, of course!'

"It's overwhelming to think that there are 5 million other Avon representatives," working around the world today, she said. "I feel really proud to be joining their ranks."

Witherspoon is no stranger to beauty done right. Her natural, easygoing style shines bright, especially at uber-formal Hollywood shindigs when she chooses chic but practical looks rather than the dramatic make-overs of many fellow red carpet-walkers.

A celebrity who's grown up in the public eye, Witherspoon made style headlines this year, appearing at the Golden Globes and Academy Awards looking drop-dead gorgeous with sexy strapless frocks and long blond locks.

The media hailed her transformation from preppy mom to svelte stunner as a coming-out party after her separation from husband/actor Ryan Phillippe.

But don't get it twisted. If you asked Witherspoon, she'd probably be much less concerned with what she's wearing and more concerned with what other young starlets aren't.

Witherspoon has never been one to hold her tongue about young Hollywood's objectifying behavior and media portrayals, saying, "What gets me is how many women -- young women -- give up their power and sense of self."

The busy actress and mother of two remains committed to representing women in a positive light through her roles on screen, and her actions off. She cites her new Avon deal, which will pay her an undisclosed sum, as just another opportunity to make a difference.

"I care deeply about the well-being of other women and children throughout the world," she said. "And through the years, I've always looked for opportunities to make a difference."

So, what does an actress/icon/mother/patroness of all things good find exciting about Avon products?

"I was using, today, the (Avon) Split Second blush," she said, "and it's a lipstick, too!"

Semhar Debessai, [phone]

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Reese Witherspoon will be honorary chairwoman of the Avon Foundation, which supports women's causes.

DAVID SPRAGUE>LA.COM