Above L-R: Sophie Ellis Bextor and Gemma Arterton. [Images: Getty].

We are hearing a lot of buzz coming from the Rimmel camp this morning. I guess it has been a little while since the last 'who is going to replace Kate Moss?' rumour. This time, it's Sophie Ellis Bextor who is reportedly taking over the reins from the Brit model, after signing a multi-million pound contract with the cosmetics company for three years.

According to reports, Bextor will shoot two campaigns per year, with her first ad already filmed and under her belt.

"Not only is Sophie beautiful but she has the cool look Rimmel is looking for. She is hip but is also a mum so she will sell to a range of ages," a source said.

Although Coty Beauty, which owns Rimmel, has confirmed that Moss will stay on as global ambassador, they admitted that they are scouting for new faces.

"Coty is considering other models to work alongside Kate to reach new markets in Asia, South America and the Middle East," said senior vice-president Stephen Mormoris.

Meanwhile, Bond girl Gemma Arterton has revealed that she had to pull out of starring in the Rimmel campaign as it conflicted with her contract with Avon.

"Gemma was ready to go with Rimmel, but the deal crashed at the last minute," a source told the Daily Mail. "She wanted to make a big name for herself outside of the acting world and loved the idea of being the next Kate Moss."

It now appears as though Rimmel could be going back to their original choice of Alexa Chung.