All hail Queen Kareena [Images].

The glamorous Ms Kapoor has a knack for making headlines, and it's not necessarily because of her films. In fact, one would be hard pressed to remember the last Kareena hit, but let's not go there right now.

On Thursday, a plush Mumbai ceremony saw the uniquely-eyebrowed actress crowned the new face of Lux.

The soap firm had gone to town promoting the mystery behind the unveiling, coinciding obviously with the launch of a new product.

But Kareena being the 'new' face makes all the mystery a bit of a sham because she's already been a Lux girl for quite a while, remember?

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Photograph: Jewella C Miranda