The Welsh-born Hollywood celebrity has been named the advertising spokeswoman for US mobile telephone network T-Mobile International.

Selfridges in London was also the scene of the official launch of the actress as the new face of cosmetics firm Elizabeth Arden.

Jamie Lee Curtis is dropped by T-Mobile

It all indicates the 32-year-old mother is broadening her professional portfolio beyond big-screen appearances.

Ms Jones is contracted to work for New York-based Arden for the next four years. in a contract first made public in February.

She posed for photographs with company bosses at the department store for the press announcement.

Beauty birthright

"I have read masses about Elizabeth Arden," she said. "She was a visionary, and I am proud to be a part of the company she created.

"As Miss Arden said, 'to be beautiful and natural is the birthright of every woman'."

Her poster and TV appearances will begin in June and she will introduce a new fragrance during the summer.

Catherine was born in Wales; she has a strong following in London

Kim Thompson, VoiceStream

Company marketing executive Ron Rolleston said she had been picked because she personified his firm's brand.

On Thursday, Washington-based mobile carrier VoiceStream Wireless announced it was dropping Scream star Jamie Lee Curtis to employ Ms Jones as "global spokeswoman".

VoiceStream spokeswoman Kim Thompson said: "Catherine was born in Wales; she has a strong following in London.

"When you are talking about the power a global spokesperson can bring, they need to have that strong recognition over there. This is it."

Zeta Jones' latest exploit is mobile communications

VoiceStream turned to Halloween actress Curtis, 43, in 1998 to launch its "Get More" ad campaign.

She helped build the brand into the US's sixth-largest mobile carrier and the company quickly became synonymous with her smart, sassy style.

But Ms Thompson said the decision to choose a younger, more cosmopolitan Zeta Jones had been made jointly by the US and German management teams.