First Look: Jennifer Aniston’s Lolavie fragrance

Celebrity fragrances are usually released with a lot of frou-frou buzz and airbrushed ad campaigns (Britney, Paris and even Beyonce), so we were pleasantly surprised when the advertising campaign and fragrance bottle design for Jennifer Aniston’s signature fragrance Lolavie was revealed by WWD to be quite natural and chic.

Photographed by Mario Sorrenti in Mexico, the campaign is fresh and reflects what I think of Aniston: easy, free and elegant – even though she’s only wearing a wrap/towel.

“It’s been a year-and-a-half journey,” she told WWD. “I’d been asked to do things before, and it never felt organic. But when Leon [Falic, president of the Falic Fashion Group] approached me to be involved with the process from inception to fruition, I thought, ‘This could be a creative expression.’ And it’s turned out to be an extension of myself as opposed to slapping my name on something.”

But what does the scent smell like?

According to Aniston it’s “sexy and clean” and “floral, but not too flowery.”

“I want people to go, ‘What is that? You smell great!’ But most of all I wanted it to smell natural,” she said.

As for the mysterious name:

“It’s a long story and honestly it’s too personal to tell,” she said. “But it has special significance.”

Lolavie by Jennifer Aniston will launch exclusively at Harrods in England this June, then will hit Boots and the Perfume Shop in July. An American release is planned but no date has been set. This marks the first beauty item Aniston has endorsed since an ad for L’Oreal hair spray in the 1990s. Surprising, considering she has always been looked up to as a style icon and has a hair style named after her character in Friends.