Sexy actress Carmen Electra has been chosen as the new face of cosmetics giant Max Factor.

The former Baywatch beauty, ex-wife of Dennis Rodman, has taken over from British actress Camilla Rutherford as a representative for the prestigious make-up brand.

She says of her recently-shot ad, "It looks very innocent. It sort of has a classic kind of appeal and I think that sort of ties in with the history of Max Factor. Marilyn Monroe and Jean Harlow (have appeared in ads).

"I mean, MAX FACTOR was the first make-up artist to the stars and he worked on every movie... And now I'm the new face and it's exciting and really cool."