Ever wondered if it’s as glamourous as you imagine on the set of a beauty photo shoot? Who better than Demi Moore to take you behind the scenes? Helena Rubinstein’s newest face reveals a behind-the-scenes look at how her campaign for All You’ve Ever Wanted came together.

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Her main gig might be modeling, but Kate Moss is shaping up to be one of fashion’s most prolific perfumers. Kate has just launched her fourth scent, the fruity “floriental” Vintage, in Europe, and while Coty tells PEOPLE that there are no plans to bring fragrance to the U.S., you can get a peek at the star’s sexy campaign, shot by Mert and Marcus. Dressed in a champagne-colored gown, Kate strikes a pose inside a six-foot replica of a Vintage bottle. Tell us: What do you think of Kate’s newest fragrance campaign? Would you buy the scent if it were available in the Stateside?

Bill Davila/Startraks

Kate Moss might have built a multi-million dollar career on her looks, but, she says, her appeal is more than skin deep. “It sounds really corny, but I think that if you’re beautiful inside, it shows on the outside for sure,” she tells WWD in an interview timed with the European launch of her fourth fragrance, Vintage. “You can be a pretty face, but if you’re not a nice person it just doesn’t work. I’m not traditionally a beauty, but apparently people think I’m all right.” And of course, there is always the personality factor. Kate elaborates, “If you’re a nice person, it definitely helps.” This doesn’t, however, mean that the original waif would let herself go. Her motto for keeping her figure in check? “Nothing tastes as good as skinny feels,” she says before adding, “You try and remember, but it never works.” Read the full interview at WWD.com.

Courtesy of Demi Moore

Demi Moore might be the not-so-secret inspiration behind — and face of — the Helena Rubinstein fragrance All You’ve Ever Wanted, but at the U.S. launch event for the scent in New York, the actress tells WWD that the relationship won’t end there. Demi reveals that she is in a “very deep and serious conversation” with the beauty brand about “giving me an opportunity to create my own line.” Although the star didn’t elaborate about what the line will encompass, she did talk about what motivates her to want to continue her role with Helena Rubinstein. “I feel like I have a greater creative opportunity in working with something where we could really form a true partnership and be really mutually beneficial,” she explains. Tell us: What type of beauty line do you hope Demi develops? –Kristin Larson

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Juggling a shapely perfume bottle in each hand, Pamela Anderson, launched her much-anticipated first fragrances Malibu Blue and Malibu Pink in partnership with International Beauty Brands at the W Hotel in Fort Lauderdale, Fla. last night in signature sexy style. “Both fragrances are fresh, chic and luxurious — and totally inspired by the Malibu surf lifestyle that I love,” the former Baywatch babe told PEOPLE. “They are all-natural and embody my free spirit and passionate, ‘get in trouble’ side. Plus, the line is so affordable!” And cost was key for the actress, who wanted the products to be available in drugstores across the nation. “I am a drugstore whore,” Pamela continues. “I worship drug stores. You have to pull me out of them. My dream is for every woman to be able to go to her favorite drug store and buy an affordable fragrance which will make her feel sexy.” And the PETA advocate also made sure that the scents fit with her animal-friendly lifestyle. “Once we completed the product — the glamorous bottle, and the pink and blue packaging — and we were assured everything was ecologically perfect and cruelty free, I was ready to go for it,” she says, adding that a portion of proceeds will benefit the animal charity. Malibu Blue, which contains notes of wild berries and white florals, and Malibu Pink, which combines sandalwood, caramel and vanilla bourbon, range in price from $39 for a 1.7 ounce to $49 for a 3.4 ounce spray, and are rolling into stores now. Tell us: Will you spritz on Pamela’s scent?–Linda Marx

Go behind-the-scenes on Usher’s new VIP fragrance campaign, shot in Los Angeles at the Sunset Towers by famed fashion photographer Mario Testino. “I consider fragrance to be one of the most important tools of engagement for seduction. With Usher VIP I created a gentlemen’s scent, which would also appeal to women,” said Usher, in a release. “Women tell me they love the scent of a man and I wanted to create that sense of confidence and style that women desire.” Usher added that his VIP fragrance is “a state of mind which is about what you do with that confidence and how you make an impact in the lives of those around you.” Usher VIP arrives in stores just in time to build anticipation for the artist’s new album release in early 2010. A 1.7 oz. Eau de Toilette bottle retails for $50 at Macy’s. —Kristin Larson

Lighthouse Beauty

Looking buffer than ever, 50 Cent is gearing up to launch his newest men’s fragrance, Power by Fifty Cent — and he’s giving PEOPLE readers an exclusive sneak peek at the ultra-sexy new campaign. “For me, power isn’t just something you learn on the street or in the boardroom — it’s a way of life,” says the rags-to-riches multiplatinum star. So just what does Power smell like? The masculine fragrance mixes notes like lemon leaves, black pepper, coriander and nutmeg—which all adds up, according to 50, to a whiff of success. “I really wanted to bottle up the rush it gives you so my fans can make it a part of their lifestyle,” he explains in a release. Power by Fifty Cent launches exclusively at Macy’s Nov. 5, with prices ranging from $50.50 (for a 1.7 oz. eau de toilette) to $68.50 (for a two-piece gift set of eau de toilette and after shave)
–Kristin Larson

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Who hasn’t dreamed of strolling by the Eiffel Tower at night with Justin Timberlake? While we may not get to experience it firsthand, we will soon see it on TV. Timberlake, spokesperson for Givenchy’s Play, has been in Paris this week secretly filming his first commercial spot for the luxury manufacturer’s men’s fragrance. Beginning at midnight for two nights, the singer has been shooting what one source describes to PEOPLE as “a romantic adventure. This storyline has Justin and his girlfriend (an unidentified actress) come running across the grass of the Champs de Mars to the Tower. They make their way into the Tower through the South entrance and up the staircases to the first level. There, he strolls the balustrades overlooking the city and playfully climbs the girders of the Tower. Those last scenes, will be done on the second level,” source addeds, “and by stuntmen.” The spot is Justin’s first for ‘Play’ fragrance, Givenchy tells PEOPLE, and the 60-second spot will debut on European television only “beginning early 2010.” During an all-night Thursday morning shoot, early risers caught Justin in a tuxedo and soft hat still filming at dawn in the arc-lit gardens at 7 a.m. surrounded by a 40-50 person crew. “Our storyboard shows 30 different set ups (camera positions and angles),” one filmmaker told PEOPLE, “so there’ll be a lot of moving about. He works quickly though…” Not quickly enough — we can’t wait to see the finished product! –Peter Mikelbank

AP/Evan Agostini

Fergie’s new Avon fragrance hasn’t been named yet, but it already has hubby and actor Josh Duhamel’s stamp of approval. The Black Eyed Peas singer talked about the “fresh and yet modern” scent she’s been developing for the beauty giant, which is launching in November 2010. “We’ve been designing this for over a year,” said Fergie, who performed at the Avon Foundation for Women benefit held at Cipriani 42nd Street in New York on Tuesday, about her first-ever scent. “But I’ve been keeping my big mouth shut about it. I wanted it to smell fresh and yet modern at the same time…it’s definitely for confident, strong women.” And what exactly does Josh think about the fragrance? “He loved it…of course he does,” she said, adding, “I just made sure that he liked it, because that would be important.” Looking happy and content in a feathered Valentino dress, the newlywed (the two married on Jan. 10) described married life as “wonderful.” “I am happy,” she told PEOPLE. “I just saw him. We had a romantic rendezvous in Oklahoma City, because I’ve been on tour with U2, so he came to visit me there. And I’m going to go visit him on the set of his film Life as We Know It with Katherine Heigl.” –reporting by Jeffrey Slonim

Courtesy Helena Rubinstein

All You’ve Ever Wanted — the name of the new Helena Rubinstein fragrance conjures up a wish list of fantasies, like an adoring handsome husband, successful career, eternal beauty. No wonder that Demi Moore is the inspiration behind the scent! In a release, the company summarizes her appeal by saying “Passionate, entrancing, seductive and in control — these are the bold qualities that characterize the muse behind this fragrance.” The magnolia, iris-cream and cedar fragrance will launch November 1st, exclusively at Macy’s with prices starting at $45 for a 6.6 oz. body lotion, and $60 for a 1.7 oz. eau de parfum and $80 for a 3.4 oz. bottle. Tell us: Will you get All You’ve Ever Wanted?

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SJP’s not the only star making fragrance news today! Fergie has just announced that she also plans to add perfumer to her resume with a debut scent. “I’m so excited to partner with Avon to develop my first-ever fragrance,” she says in a release. “I couldn’t be happier to be working with a brand with such a strong reputation for supporting women.” And with a successful shoe line already under her stylish belt, fragrance was the next logical step. “I’m always seeking out new ways to express myself, and fragrance is the perfect opportunity to share my originality and confidence with my fans,” she explains. You still have a wait to find out what Fergie’s fragrance will smell like, when it launches in the U.S. in November of 2010. Check back for more details as we get them, and Click here to see more celebrity fragrances. Tell us: Will you try Fergie’s fragrance?

Courtesy Coty

Can you package the joie-de-vivre of Sex and the City’s ultra-fashionable Carrie Bradshaw in a bottle? Coty Prestige plans to do just that with the launch of Sarah Jessica Parker’s newest fragrance, SJP NYC, following on the stiletto heels of her two enormously successful fragrances Lovely and Covet. In an interview with WWD, Parker says that the fruity floral scent will be a “party in a bottle,” influenced primarily by her character, Miss Bradshaw. “A large part of the inspiration was what I now understand to be people’s impressions of seeing Carrie Bradshaw walk down the street and what feelings that evokes for her and for them — a real sense of freedom and possibilities, a love for the city around her and, of course, fashion,” Parker told WWD. SJP NYC, with top notes of Italian mandarin, white osmanthus and wild red strawberries, will arrive exclusively in Macy’s stores in February, just in time to get fans excited for the May release of the second SATC film. The packaging was designed to look like Bradshaw’s famously over-stuffed closet — featuring a simple glass bottle encased in a reusable canister and topped with a hot pink cap. The fragrance collection will include eau de toilette in three sizes as well as a body lotion, priced between $25-$49. A cuff bracelet with solid perfume will debut in May. Click here to see more celebrity fragrances. Tell us: Will you buy SJP’s newest scent? —Kristin Larson

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Courtesy Coty

Courtesy Coty

Nope, that’s not one of her own adorable twins, Emme or Max, that Jennifer Lopez is cuddling up to, but for her newest ad campaign, for J.Lo My Glow, the singer clearly has family on her mind — and she’s giving us an exclusive behind-the-scenes look at the shoot. In a series of images for the new fragrance (click through below to see more), Jennifer naturally assumes a maternal role in domestic scenes meant to reflect the coziness of the new floral fragrance. “The inspiration for the fragrance My Glow came from where I am right now, a place of happiness and fulfillment at this intimate stage in my life,” she explained in a release. “There is a special glow that women get when they’re pregnant and when they are falling in love with their babies. I wanted My Glow to be for all women to be able to connect with this intimacy and love.” The fragrance will make its debut, exclusively on HSN on October 7th with a specially-priced 1.7 oz. eau de toilette spray, body lotion and shower gel for $49.50. Tell us: Will you try Jennifer’s My Glow?

CLICK HERE TO SEE TWO MORE BEHIND-THE-SCENES IMAGES

Courtesy Coty

Courtesy Coty

Charley Gallay/KD/WireImage

Look out, JLo, Mariah, and Jessica — Kim Kardashian is hot on your trail. The newest celebrity perfumer is gearing up to launch her debut scent. And while it’s been a long time coming, the reality star has finally released all the details today. Named simply Kim Kardashian, the fragrance (produced through Lighthouse Beauty) will include notes of jasmine, tuberose, and gardenia over a base of tonka bean and sandalwood. “I learned so much about what it takes to develop a scent, and the end result is the perfect extension of my own personal style,” the star says in a release. You’ll be able to see if it’s your style too when it launches exclusively at Sephora in February 2010, with prices starting at $16 for a .33 oz. rollerball and topping out at $65 for a 3.4 oz eau de parfum spray. Tell us: Will you buy Kim Kardashian when it launches this winter?

Courtesy Dillard’s

Is it just us or is getting “Hot in Here”? Thanks to Nelly, fall is heating up and looking to be smelling fine. Following on the success of his women’s clothing line of the same name, the multi-platinum rapper-designer will add fragrance to his empire with the launch of Apple Bottoms by Nelly, with prices starting at $48 a bottle. And while we still have to wait until October for the citrus, peony, rose and coconut fragrance to start rolling into Macy’s stores, the star gave a little preview, posing bottle-in-hand at an event at Dillard’s in his hometown of St. Louis. Tell us, will you give Nelly’s scent a try this fall?

Click here to see more celebrity scents!

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Competition in the celebrity fragrance market just got a little fiercer. WWD reports that Beyonce has officially signed a deal with Coty Inc. — the same company who is responsible for Halle Berry, Sarah Jessica Paker and Gwen Stefani’s scents — to produce her own perfume. “For me, fragrance reflects a woman’s attitude and unique sense of style,” Beyonce told WWD. “While I love various perfumes, I haven’t found a scent that truly personifies me as a woman. Working with Coty, I was able to turn my ideal fragrance into a reality by creating an alluring and sophisticated fragrance; one that’s reflective of my inner power.” And while this is Beyonce’s first shot at creating a scent, the superstar singer has fronted fragrance campaigns such as Tommy Hillfiger’s True Star in 2004 and Emporio Armani’s Diamonds fragrance in 2007. No details on what her scent will smell like, but Beyonce’s fragrance is set to hit stores this spring. We can’t wait to smell it — and see the ad campaign! Tell us: Will you buy Beyonce’s fragrance?

Jason Merritt/Getty

Looks like next spring there will be another star to compete with in the celebrity fragrance arena. Kim Kardashian has just announced that she will be launching her first signature scent through Lighthouse Beauty, which also produces 50 Cent’s soon-to-launch men’s scent. And while we brought you word that Kim would be creating a fragrance over a year ago, the reality star took her time finding the perfect partner. “Collaborating with Lighthouse Beauty was a really creative, innovative process,” Kardashian tells WWD. “What’s so different about their approach is that they have worked so closely with me on all aspects of my fragrance, the bottle, the juice…so I can develop a product that truly represents me and speaks to my fans….the fragrance really captures who I am.” Kim still hasn’t released the details of her new scent, but check back for more as they come in. Tell us: Are you excited to try Kim’s fragrance? What do you hope it will smell like?

FilmMagic(2), Splash News Online, Getty

With over a dozen celebs launching signature scents over the next few months, Hollywood is going to be smelling fine this fall. The big question on our minds, however, is who’s got what it takes to create the biggest fragrance sensation? Four of our favorite celebrity perfumers are adding to their already well-established scent empires with new editions. Jennifer Lopez will release romantic My Glow, Britney Spears is debuting Circus Fantasy by Britney Spears, Mariah Carey will release Forever, as we told you yesterday, and Jessica Simpson’s business partner recently dished to us about her new Fancy Love But we want to know which you are looking forward to! Vote for which celeb scent you think will smell the best.

Courtesy Elizabeth Arden

Mariah Carey may have pushed back the release of her anticipated new album, but there’s no stopping another launch the beauty maven has in the works. Following the success of her two previous signature scents, M by Mariah Carey and Luscious Pink, the singer is poised to hit another high note with a new fragrance for fall — and she’s debuting her sexy ads online exclusively on PEOPLE.com. “Fragrance is so personal,” she tells PEOPLE, “and Forever captures that glamorous feeling that I want to share with my fans.” The opulent floral scent, which will start at $42 for a 1-oz. spray, will contain notes of lotus blossom, tuberose, gardenia, exotic woods and white musk. Tell us: Will you try Forever when it launches in September?

Peter Kramer/AP, Scott Wintrow/Getty

Look out, Beyonce! Another Hollywood A-lister is a big fan of your man — or at least the way he smells. On a recent call with her best friend Gayle King on Sirius Satellite Radio’s Oprah Radio, Oprah Winfrey dished about her favorite mogul. “Jay-Z is my new best friend!” the talk show host said to Gayle while discussing her recent two-hour interview with him for her magazine, O. Admitting that she’s not a huge fan of his music, Oprah does reveal what about him does have her hooked. “He was so charming and delightful — and he smelled so good,” she says. “It’s the kind of thing where you hug a guy and the scent is sort of buried in them,” she explains. “When we went to the second location I could still smell him on me it was like, ‘oh my, this is wonderful!’” Jay has reason to take scent seriously. In addition to heading up music labels, a club, a sports team and the Rocawear clothing line, Jay-Z is also a perfumer, having already produced the scent Rocawear 9 IX. And next month Oprah — and all Jay-Z fans — will have even more reason to celebrate when he launches X Rocawear fragrance in celebration of the label’s 10th anniversary. Listen here to hear more of Gayle’s interview with Oprah. Then tell us: What Hollywood man do you imagine smells great?