E! News - Coty Gilds the Lilly - Evangeline Lilly Josh Holloway

90210 E! News E! Specials E! Coty Prestige has tapped the Lost star to be the face of its new ad campaign for Cool Water Woman, a deal that makes even more sense when one remembers that Josh Holloway -the Sawyer side of the Emmy-winning drama's Lilly love triangle-became the face of the brand's classic men's scent last year. Cool Water "definitely represents the juxtaposition between purity and sensuality, and there's that sort of fresh newness," Lilly said in a statement.

On top of it, there's strength that's underneath it all, that is where sensuality comes from-versus just pure sexiness." Lilly, a Golden Globe nominee last year for her role as misunderstood fugitive turned Oceanic 815 survivor Kate Austen, has also modeled for Michelle K footwear and high-end carpet and rug-maker Karastan. The first Cool Water print ads and TV spots featuring Lilly-the 28-year-old's first fragrance campaign-will roll out in July.

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