Mariah Carey Forever New Perfume: Mariah Carey takes her happiness seriously. That’s why she has named her new women’s scent “Forever.” It’s due out in September 2009.

“I am in a wonderful place right now, surrounded by all the things I love, and Forever captures this moment in time,” said the entertainer, whose first scent, M by Mariah Carey, launched in September 2007.

“When we work with celebrities, we aim to put together a project which is representative of their life,” said Ron Rolleston, executive vice president for global fragrance marketing at Elizabeth Arden, of the new women’s launch. “Mariah’s happily married, has a movie coming out in November, which already did well at Sundance, and she is releasing a new album in September. She’s got a lot of joy and optimism in her life right now, and we wanted to express that in a fragrance.”

The concept for Pretty advertising and TV campaign was created by Mark Dixon, Vice President Creative Director, Elizabeth Arden.

Behind the Scenes at the Pretty Advertising Shoot.

What was the inspiration for the Pretty campaign?
“I’ve always enjoyed watching a woman apply her makeup and get ready to go out. It started with my mother and sisters. There’s is a real one-on-one connection between a woman and a mirror. The idea for the TV was to capture that sweet, personal moment between a woman and a mirror when she pleasingly sees that she’s pretty-and how being pretty affects everything around her.”

For the print portion of the shoot we wanted to capture an image that defines “pretty” in a single image-from the model and mirror to the wardrobe, furniture, props and of course that amazing wallpaper.”

The print and television advertising was co-directed by husband and wife team, photographer Coliena Rentmeester and film director Tom Dey.

How did you create the look for pretty print and TV advertising?

Coliena Rentmeester, Photographer: “We were inspired by the name Pretty. For the visual images we started with the idea of using the wallpaper, enlarging the flowers, adding more flowers in the same palette for an excessive, dramatic, warm environment. We wanted to use the colors of the floral itself, to keep it tonal. And the lightning is essential to create a mood. We want someone to look it and say. “That’s really pretty.’”

Watch Marta’s video blog for today talking about her favorite Elizabeth Arden products:Pretty Elizabeth Arden Eau de Parfum Spray, Elizabeth Arden Pure Finish Mineral Powder Foundation SPF 20, INTERVENE Stress Recovery Night Cream, INTERVENE Timefighting Radiance Serum.

She might be the face of Elizabeth Arden cosmetics, but Catherine Zeta- Jones is happy to use her own homegrown beauty secrets. Such as rubbing honey and salt on her skin to beat wrinkles, washing her hair in beer and brushing her teeth with a strawberry.

In an interview, the 39-year-old actress admits that the answer to preserving her youthful appearance lies as much in her kitchen as her make-up bag. ‘I rub a mixture of honey and salt all over my body to moisturise and exfoliate,’ she says.

‘You wash it off and your skin is gorgeous. Also, I love to eat an apple after a meal, just to cleanse my teeth – they always look polished afterwards.’ If there aren’t any apples in the fruit bowl, a strawberry will suffice. ‘The juice or pulp of strawberries contains malic acid which serves as an astringent and can lighten surface stains,’ she explains. ‘ Pineapples work the same way.’ The Swansea-born mother of two, who now lives in Bermuda with her actor husband Michael Douglas, became the global face of Elizabeth Arden in 2002 after signing a £5million contract.

Hilary Duff, together with Elizabeth Arden, will launch her first fragrance With Love this September.  Elizabeth Arden is also responsible for bringing us the fabulous Britney Spears fragrances Curious and Fantasy.  Hilary duff was inspired by her older sister Hailey Duff has created a very sophisticated fragrance.  With Love, however, still appeals to both Moms and Daughters.   Hilary Duff was involved in the entire process of creating this fragrance.  Hillary went through 115 changes until finally achieved her final fragrance.  With Love is a layered fragrance and develops on your skin.  Hillary Duff’s new fragrance is packaged With Love in an antique style bottle that was inspired by her favorite vintage ring. Its outer carton is light blue with gold scroll and looks like a present.  Cocobolo wood and mangosteen fruit are some of Hilary Duff With Love main notes.