The American actor has just signed a contract reported to be worth 1.5 million Euros ($1.77 million) to promote L'Oréal men's products in Europe. Affleck's fiancée, Jennifer Lopez, signed a similar contract with the firm 5 years ago.

A L'Oreal spokesperson told British magazine Hello! : "Ben embodies a new generation of men who show their strength in their personality but are not afraid to care for their appearance."

Among other publicity spreads, Affleck will be featured in shots for a new shampoo, putting an end to the rumor, at least on this side of the Atlantic, that the actor's golden coif is really a toupée.