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Scarlett Johansson is totally worth it

Following in the cosmetic company's grand tradition of young actress love, dating from Cybill Shepherd to Eva Longoria, Scarlett Johansson recently signed a $4 million contract with L'Oreal. Though there's probably not another young starlet on the planet more worthy of purring "I'm worth it", the deal could very well require the actress, who is currently floating on her first serious cloud of award buzz for her work in Woody Allen's Match Point (which opened today), to put her trademark blond locks at L'Oreal's dye job whims. The deal is said to be leading up to a "major multimedia campaign", so if a scarlet Scarlett is in the cards, we'll know soon enough.

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