In a brand new ad, Kate Winslet writhes on the floor, only scarcely covered by a satin sheet, to promote Lancôme‘s L’Absolu Nu lipsticks.

Winslet, who recently debuted a peroxide blond pixie cut in British Vogue, is still sporting her signature soft locks in the ad, which was shot by Mario Testino.

Actresses are seemingly less and less prudish in their beauty ads: just recently, Italian luxury house Bulgari released a campaign fronted by an almost nude Kirsten Dunst for its new fragrance Mon Jasmin Noir.

From Christy Turlington to Natalie Portman, here are five of the most anticipated beauty campaigns for 2011.

Natalie Portman for Dior: The American actress has been making headlines everywhere lately for her performance in Black Swan.

On Wednesday, Portman nabbed yet another leading role when Dior named her the new face of Miss Dior Chérie, one of the brand’s iconic fragrances.

The beautiful Penelope Cruz is the new face of Lancome’s Fall/Winter 2010/2011 Campaign. The campaign was shot in Paris by Mario Testino.

The actress posed on a balcony at the famous Hotel Crillon, with a classic updo and elegant, one-shouldered black dress.

Tresor was launched in 1990 and has been fronted by some of Hollywood’s most fabulous faces, including Isabella Rossellini and Kate Winslet.

Women’s Wear Daily reports that American actress Julia Roberts will be the new face of cosmetics brand Lancôme from next year.

The news represents a major move by the brand, since this will be Roberts’ first-ever beauty campaign in an industry that has just recently been able to attract real Hollywood ‘big shots,’ with recent examples including Demi Moore who just launched a YouTube campaign for Helena Rubinstein’s Wanted fragrance.

“By her remarkable personality and career, Julia Roberts is an emblematic woman of her time,” Youcef Nabi, president of Lancôme International, told WWD.

German actress Diane Kruger has been signed to beauty giant L’Oréal amid a trend of Hollywood stars representing leading beauty brands.

The move comes after a series of announcements including Lancôme signing Julia Roberts and Helena Rubinstein tapping Demi Moore as the faces for their beauty ads.

L’Oréal previously appointed Slumdog Millionaire star Freida Pinto as one of its global brand ambassadors, an evident move towards more ethnic diversity.