Lucy Moore, a 20 year-old criminal justice student has won an Ann Summers competition to find the ‘sexiest face in the UK’.

The competition was publicised on national TV as part of a rebranding exercise with the help of ITV’s ‘The Only Way is Essex’

Lucy is a size 16, the average size of UK women and was chosen from 4,000 entrants and won 22% of the national vote.

Lucy now stars on their website, on the cover of their Valentine’s catalogue giving lingerie buying tips, and in their shop windows.

According to the Ann Summers website “Lingerie-loving Lucy is a Criminal Justice student who entered the model search without knowing where it would take her.

“She knows that sexy is not worrying about yourself and what others think about you. She’s confident yet modest, she’s strong and sexy, and she’s our new face as voted by YOU!”

Alongside this re-branding campaign, Ann Summers is also partnering with the relationship charity Relate to launch a ‘sex census’.

I can’t wait!