Carmen Electra has been named the new face of Max Factor Cosmetics.

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In making the announcement, a Max Factor official said the wife of rocker Dave Navarro "embodies the glamour and spirit" of the Hunt Valley, Md.-based company's products.

Founder Max Factor was the first to come up with the celebrity endorsement concept, starting with actress Clara Bow in the 1920s, the company said in a news release Thursday.

Electra joins a list of luminaries including Rita Hayworth, Marilyn Monroe, Jean Harlow, Jaclyn Smith and Denise Richards as Max Factor endorsers.