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

CLICK THROUGH TO SEE DEMI’S COVER!

Mert Alas and Marcus Piggott/W Magazine

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!

Harrison/Getty; Tran/FilmMagic; Merritt/FilmMagic

Though the black and white-toed Chanel heel has been popping up lately on famous feet like Kerry Washington, Fergie and Demi Moore, the cap-toe style is hardly new. Unlike most passing fashion fads, these spectator shoes are turning 50 years old this year! Coco Chanel designed the first pair of two-toned heels in 1957 after being inspired by men’s leisure shoes, debuting in beige with a black cap toe as a slingback. Over the years, different colors have been added to the style to ensure they could be worn with everything in a woman’s wardrobe. The spectator heel became just as classic of a Chanel piece as her quilted bags — both of which are paid homage to regularly by designers like Prada and Marc JacobsTell us: Do you own two-toned heels?

Get Two-Toned Heels!
Splurge:
Chanel two-toned heels, $650, select Chanel Boutiques or to order 800-550-0005

Prada low heel with bow spectator, $460 at bergdorfgoodman.com

Marc by Marc Jacobs Mary Jane Platform (Rachel Bilson has been spotted in these), $450 at shopbop.com

Steal:
Steve Madden “Luster” pump with ankle strap, $100 at stevemadden.com

AK Anne Klein Women’s Pompi Pump, $89 at endless.com

Nine West “Nastro” suede and croc cap toe, $70 at ninewest.com

Christopher Farina/Corbis; Photopro/Landov;BAUER-GRIFFIN

Sick of plunging necklines or strapless dresses that keep threatening to fall? There’s a sophisticated and sexy look heating up for fall — jeweled necklines on simple sheaths. Demi Moore, Ali Larter and Cameron Diaz (all in Marchesa) look stunning in their black and white dresses with just the right hint of bling. Here are a few of our favorites at every budget:

Star Splurge:
Buy Cameron’s Marchesa dress, $2420 at net-a-porter.com

Vera Wang Lavender Label Jeweled Neckline Dress, $595 at shopbop.com

Laundry by Shelli Segal Bead Satin Shift Dress, $350 at nordstrom.com

Goldhawk Beaded Minidress, $322 at neimanmarcus.com

The Look for Less:
Bordeaux Square Neck Mini Dress, $176 at shopintuition.com

Arden B. Silk Bubble Dress, $99 at ardenb.com

Gregory Pace / BEI

Demi Moore has been a fixture in the front row throughout Fashion Week, and Tuesday night was no different. The star showed up –without husband Ashton Kutcher — on the arm of Charlie’s Angels co-star Lucy Liu for the Zac Posen show. The stylish duo joined Bette Midler, Martha Stewart, Serena Williams, P.Diddy (and of course StyleWatch!) to see the designer’s new Spring 2008 collection. Demi sat right across the runway from us, as riveted as we were by the gorgeous gowns and fabulous mini skirts on the runway, we couldn’t take our eyes off of Demi’s brand new Zac Posen clutch. It wasn’t the fire engine red that caught our eye, but the oddly enlongated rectangular shape of the bag. It seemed a bit difficult to grasp, much less hold anything of use in it. We loved what was on Zac’s runway, but we aren’t so sure about Demi’s bag. Tell us: Would you wear Demi’s Zac Posen Virginia Atache Case?

Rob Loud/Getty

Though Ashlee Simpson caused quite a stir at Wednesday’s BCBG show, nothing could have prepared us for yesterday’s Miss Sixty show. Just as we were getting settled, Maggie Gyllenhaal descended the stairs and sat directly in front of us! The actress and newlingere model, clad in sexy high-waisted trousers, had to put her gold wire aviators on to shield herself from blinding camera flashes. But total chaos broke out when a jeans-clad Hilary Swank entered — being led by Demi Moore! Hilary greeted Maggie with a kiss while gorgeous Clive Owen slipped into his seat next to Demi. With everyone going so crazy over that fab foursome, Mischa Barton’s entrance was hardly noticed. When the show finally started it was hard to tear our eyes away from the front row, but the Italian design house’s bold all-over logo prints, electric colors like yellow, mauve and steel blue, patent bags, wide brimmed hats and super short-shorts inspired by Andy Warhol’s pop art kept the audience wrapt. When the lights came up, Demi, Hilary and Maggie were gone in a flash, to the safe haven of backstage!

Jamie McCarthy/WireImage(2); Gregorio Binuya/ABACA

It may be New York Fashion Week, but Van Cleef & Arpels kicked it off with “Une Journee a Paris,” a night-to-remember party in the Big Apple. Showcasing their collection of “haute” jewelry, the party featured a fashion show styled by Annabel Tollman (stylist to stars such as Scarlett Johansson and Catherine Zeta Jones) and performances by the legendary Lido cabaret dancers (topless, wearing white fur and glittery blue costumes) and French pop-punk princesses The Plastiscines. Stars like Demi Moore, Ashley Olsen and Mischa Barton partied along with a capacity crowd of almost 1200 people! And what brought out a Chanel-clad Sarah Michelle Gellar? She told PEOPLE that not only was she on the host committee for the evening, but Van Cleef & Arpels “are the ultimate! Their jewelry is every girl’s fantasy. And I love the Paris theme.” Diamonds, Paris, fashion — what’s not to like?

Sylvain Gaboury/FilmMagic

To say the Moore-Willis-Kutcher clan is stylish is an understatement, but we were still impressed with the group’s chic outfits as they supported Bruce Willis at Friday’s Live Free or Die Hard premiere in New York City. Mom Demi Moore and husband Ashton Kutcher looked effortless in their YSL ensembles — even their accessories were YSL! 18-year old Rumer picked up on her mother’s style, wearing a plunging black gown. But our favorite ensemble was 13-year old Tallulah — the chic teen walked the red carpet in a Kate Moss for Topshop dress! Like iconic mother, like stylish daughter. . .

Our readers may not be into Ashton Kutcher’s new beard, but wife Demi Moore seems to love her husband’s scruffy new look. The ever-elegant Moore playfully caressed her husband’s thick beard at the launch party for Donna Karan’s ten-day Wellness Forum at the Stephen Weiss Studio in Manhattan last week. “They were really cute together,” an observer told PEOPLE. “They stuck together the whole time, and they were sitting together holding hands.” Kutcher and Moore, who was dressed in a curve-hugging Donna Karan sapphire dress, were excited to help Karan launch the series of seminars about incorporating eastern medicine into western medicine practices. Kutcher even helped Donna design the logo for the forum, says an insider. “Donna said that he’s very artistic, so she looked to him for guidance.” Does that mean we can expect heavy beards at her next show?

Photo: Kevin Mazur/WireImage

As designer Zac Posen made his L.A. debut at the Chateau Marmont on Tuesday night, Demi Moore was so impressed with his Fall 2007 collection that she had to try on a coat straight off the poolside runway. Ever the gentleman, Zac rushed to have the jacket pulled and personally helped the star try it on. But Demi was hardly the only the A-lister watching Posen’s dreamy dresses come down the runway — Felicity Huffman, Kate Walsh, Rachel Bilson and Anjelica Huston were also among the West Coast “Posen Posse” who attended Zac’s private dinner following the show. And for those of us who were, ahem, not invited to the Chateau Marmont soiree, the full collection will be in stores. Zac tells PEOPLE that “It is so thrilling to have my collection’s largest representation in Los Angeles at Saks Fifth Avenue Beverly Hills. Last night’s incredible event with Saks Fifth Avenue helped support a great cause, Chrysalis, and it was wonderful to see all my friends — old and new.”

Photo:Donato Sardella/WireImage

It seems impossible looking at her, but somehow, the eternally youthful Demi Moore is turning 44 tomorrow. Her taste is also getting more polished and refined by the year, so we can only imagine how hard it would be to shop for her! We actually have a few thoughts on what gifts to get her, you know, if we had unlimited budgets and were actually friends with her. Anyone who fits those qualifications, feel free to crib from us! (Ashton, we’re talking to you.)

1. Since she is rumored to be playing the legendary Coco Chanel in an upcoming biopic, we’d get her in the mood with the classic Chanel NO. 5 and some adorable cap-toe quilted flats from French Sole. Ooh-la-la!

2. After modeling in a Versace ad campaign last year, Demi signed on to be the face of Helena Rubinstein cosmetics. To relax her before any upcoming shoots, we’d give her their Art of Spa Body Milk and Fragrant Mist Spray.

3. Demi is already toting the YSL Double-Y tote, so why not swap it out for their patent Muse bag or switch it up with a fashionista favorite Goyard tote?

4. For her home in Hailey, Idaho, we’d give her these sleek Kikar wood vases and in keeping with her practice, a few Slatkin Kabbalah candles. And since it is bound to be chilly there this winter, how about this yummy cable-knit cashmere throw to snuggle up with hubby Ashton?

Do you have any birthday present ideas for Demi? Tell us!

Wanna test your knowledge of the birthday girl? Click here to take our Demi Moore: Pop Quiz.

Photo: Paul Morigi/WireImage

Remember Demi and Ashton before they met? Once upon a time, she wore biker shorts and ballgown to the Oscars, and he made trucker hats and ironic t-shirts de rigeur for it-boys. But yet having just hit their first anniversary yesterday, it’s obvious they are hitting their style stride together. Ashton has mentioned many times that he feels his job as a husband is to be a good accessory and match his wife’s outfits — and it’s working! They were the toast of N.Y. Fashion Week recently (left, right), sitting front row in perfectly coordinated designer clothing. The former model looks impeccable in his slim pants and ties (and that beautiful velvet blazer), which indeed always offset his wife’s sleek and sexy style. Still rocking an amazingly tone body at 43, Demi looks flawless in Derek Lam (left) and Lanvin belted dresses that show off her legs. Together, they are hot, chic, and classy all at once. And they said this wouldn’t work!

Photo: Lisa Mauceri/INF; Humberto Carreno/Startraks