They grow up so fast. Emma Watson, who plays Hermione in the Harry Potter flicks, has cut a 2-year deal to be the new face of Chanel's Coco Mademoiselle for a cool $6 million. She'll replace current Coco girl Keira Knightley, whose contract ends this summer. No word yet if she'll show as much skin as Knightley did in her Chanel campaign, but it's not as though Harry Potter kids are shy about nudity (Daniel Radcliffe, we're talking to you). Watson turned 18 this past April, so hopefully we won't be treated to any Miley Cyrus-esque hoopla, although one of Knightley's Chanel ads is strikingly similar to the Cyrus pics, if you swap in a black bowler hat for the champagne duchess satin stole.

A source tells Britain's Daily Mail that "once it became clear she [Watson] is growing into a beautiful young woman and wears the Chanel brand so elegantly, they had to sign her up. Chanel realizes it is important to target a young audience." Indeed. There's probably a whole untapped tween Potter audience spritzing themselves with some cheap crap from Bath and Body Works, clueless to the fact that the should really be dropping $60 on 1.7 ounces of Coco Mademoiselle toilet water. Until now:

Chanel has been "slowly integrating" Watson into the brand, dressing her for recent premieres and parties to make sure she's the one. Apparently she is, although with her young, sweet, fresh face, Watson occasionally looks like she's playing dress-up with Mummy's clothes and makeup when done up in full Chanel garb. As the new Coco Mademoiselle girl, she follows not just in Knightley's steps but also Kate Moss's, who preceded Keira. Let's just hope little Emma hasn't turned into a cokehead and/or anorexic in a few years time. But, you know, in case she does, $6 million should come in handy.