Showbiz
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The model - currently studying art history at Cambridge University - could be forced to make way as face of the cosmetics company because the firm wants more US stars to front its brand, according to reports.
An insider told the Daily Mail: "Lily is unlikely to have her contract renewal. Rimmel want to appeal to US audiences and are planning to launch their new faces soon."
Solange Knowles and actress Zooey Deschanel have previously been confirmed to appear in the ads, while models Georgia May Jagger and Coca Rocha are also on board.
Cole revealed in January that she is looking to move away from modelling in future so she can dedicate more time to her acting career.
> Lily Cole: 'Modelling not a priority'
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