Demi Moore

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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Mert Alas and Marcus Piggott/W Magazine

In the December issue of W magazine, the seemingly ageless Demi Moore, 47, talks about everything from being labeled a “cougar” for her relationship with Ashton Kutcher, 31, to aging in Hollywood. The former box office star, who stars in two upcoming indie films “Happy Tears” and “The Joneses” — and is also the face of the new Helena Rubinstein women’s fragrance “All You’ve Ever Wanted,” — says getting older has affected her acting career. “The frustrating part is that the type of roles I’d be interested in are not really coming to me,” says Moore, whose buff physique helped her attain roles like “G.I. Jane” and “Striptease.” “I hate to say it’s a function of my age—but yes, I think in some ways it is. The majority of [female] roles are geared between 25 and 35.” And about her “cougar” title, Moore prefers “puma.” “I’m certainly not the first person to be in a relationship with a younger man, but somehow I was plucked out as a bit of a poster girl,” says Moore, who first met Kutcher six and a half years ago. “I don’t know why that is. But I just kind of step back sometimes and say, ‘There is some reason, and what is it that I have to share in a positive way?” See more photos and the full interview with Demi at wmagazine.com. —Kristin Larson

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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

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?

Michael Loccisano/Getty, Denise Truscello/WireImage

When Rumer Willis celebrated her 21st birthday in Las Vegas over the weekend, her sexy sequined Toni Maticevski dress wasn’t the only thing turning heads. The birthday-girl changed up her look with new raven-hued locks. And while the bold red color she’d rocked for months played up her porcelain complexion, we’re loving how the darker color brings out her resemblance to her famous mom, Demi Moore. Tell us: What do you think of Rumer’s new black do?

Charley Gallay/WireImage

Last night in Hollywood, Demi Moore, Ashton Kutcher, Melissa Joan Hart, Julie Bowen and more helped Soleil Moon Frye launch her eco-friendly baby-clothing line Private Label at an event sponsored by Weleda. The line includes shirts, pants, blankets, and onesies in solid, bold colors –- think American Apparel-esque basics for babies –- and according to co-founder Paige Tolmach was inspired by the colors of a candy store. Soleil Moon Frye looked no further than to her daughters, Poet and Jagger, to model the line during the party. Between keeping an eye on her daughters and entertaining her celebrity friends, Soleil stole a few minutes to give pal Demi Moore a tour of the store. Read more from Soleil on our Celebrity Baby Blog by clicking here.

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Courtesy of Demi Moore

Ever wondered what a fragrance launch looks like inside? Demi Moore took to her Twitter page last night to keep her fans updated on her newest ad campaign for Helena Rubinstein, which just happened to launch in Paris. Not only did she give major props to the young designer of her feathered dress, “Wonderful young designer to look out for Prabal Gurung!” but she supplied the photos of her inside a van on the way to the event and, of course, the event itself. While Demi is just the face of Helena Rubinstein, she did give all of us hope that her own signature fragrance would be a reality some day, responding to Twitter queries on the topic with “Hopefully soon this one is by Helena Rubinstein.” We love getting an inside sneak peek — thanks, Demi!