MADISON, N.J. — Chapstick has signed up actress Rachel Bilson as the lip balm brand’s newest spokesperson.

Rachel Bilson at the shoot for the Chapstick campaign

Pfizer Consumer Healthcare, the maker of Chapstick, said Monday that Bilson will appear in a marketing campaign to highlight the brand’s innovation and focus on the importance of skin care for lips. Plans call for the campaign to launch with a television commercial featuring Bilson and a series of print ads.

Her partnership with Chapstick will center on the advanced skin care line, featuring ChapStick Total Hydration 100% Natural, an age-defying formula available in fresh citrus and soothing vanilla flavors. The formulas contain 100% natural ingredients, including argan oil and natural butters such as shea and mango.

“The goal of our campaign is to open consumers’ eyes to overall lip and skin care needs, since the lips are one of the most sensitive areas of skin on the body,” stated Donna Barker, senior director for ChapStick. “Rachel Bilson embodies our consumer who focuses on a balance of both beauty and skin care, making her the perfect candidate to represent the brand’s expertise of skin care for lips.”

Known for her roles as Summer Roberts in the popular television series “The O.C.” and as Dr. Zoe Hart in “Hart of Dixie,” Bilson has starred in a number of successful films and movies and has been seen on the red carpet throughout her career. She also recently became a mother.

“Living a busy life on and off the camera, I do take the necessary time for my skin care routine, as well as keeping my look fresh and natural, which is why partnering with ChapStick was an easy fit for me since I always have ChapStick on hand to take care of both my lip care and beauty prep needs,” Bilson said in a statement.