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The 18-year-old French-born star had apparently been bragging to friends about replacing Keira Knightley as the face of Chanel's Coco Mademoiselle perfume, in a multi-million dollar contract. Cue lots of excited media reports incorporating cute puns about "magic" and "spells"—but now Chanel is calling the story "false" and "just a rumor." Looks like poor Emma might have to struggle along on the reported $8 million she's pocketing to play Hermione Granger in the final two Harry Potter movies. [E!]