The Scoop Behind Demi's Fragrance Face

Filed Under: Ashton Kutcher Demi Moore Photoshop Awardz Ad Campaigns Fragranz!

We now have details on this perfume commercial we recently showed you!

The nearly forgotten beauty brand Helena Rubinstein is trying to be relevant again in the U.S. after avoiding the American market for six years. The cosmetic company recently underwent a two-and-a-half year makeover, with new products, marketing, and packaging. With this comes Wanted, their first fragrance in 26 years, and in an effort to reclaim their once prestigious standing, the company has enlisted Demi Moore as the face of the perfume.

Really? Demi? She's pretty and all, but we don't think of her as the most alluring mascot. She's not that relevant these days anymore, save her ever-active Twitter account.

Apparently, Demi was the inspiration for the eau de parfum because of the "romantic link between a man and a woman," she exemplifies. Uh, when we think romance, we REALLY don't think Demi and Ashton. The man posts pictures of her ass on Twitter, for God's sake. Plus, there are recent reports of trouble in paradise for the trans-generational couple!

Why not someone like Julianne Moore or Cate Blanchett or Diane Lane?

We'd wanna sniff any of those lovelies, and they totally fit the bill. They're all very happily married, available, and widely respected and admired Stateside. Lane, in particular - she still has the hot younger hubby, is drop dead gorgeous but isn't lusting after her youth or completely overexposed. We think she appeals more to the market that they're trying to target.

Of course, we're sure they couldn't get any of those ladies, and so, Demi will be the Wanted woman.

Since the concept behind the fragrance has to do with the bond between a man and woman in love, the fragrance combines feminine qualities with masculinity.

President of the company, Elisabeth Sandager, said "When you take the bottle, you have the very round feminine part and this very rectangular, masculine part. We wanted a feminine-masculine juice." Accordingly, the fragrance combines ylang-ylang, wood, magnolia and iris.

Demi's print ads were shot by Mert Alas and Marcus Piggott and features a lot of Photoshop the actress with a male model and the perfume. Additionally, Demi is featured in a 20-second commercial directed by Olivier Dahan.

The scent was already released in most European countries, save the U.K., and has enjoyed considerable success abroad. In Holland and Belgiam, Wanted is in the top 10 fragrances, and is number one in Eastern Europe.

We Americans still have to wait a few weeks to catch a whiff; the fragrance will hit Macy's on November 5th, selling at $60 for 50 ml and $80 for 100 ml.

We have admit, we're intrigued. And she does look airbrushed really pretty. But we don't think we would wanna smell like Demi.

Would U?

[Image courtesy of Mert Alas and Marcus Piggott / Helena Rubinstein.]

Posted: October 19, 2009 at 10:30 am