Fragrance Friday: Heidi Klum Is "In" At Coty, Orlando Bloom Is An Orange Man, And Vincent Cassel Wants To Seduce You For YSL

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It wouldn’t be a Friday without some celeb fragrance news.

Heidi Klum Gets A Scent: We’re frankly surprised that it took this long. Heidi’s new fragrance, Shine, will launch in September 2011. There’s no information about what the fragrance will actually smell like.

She has already worked with Coty, who’s producing the scent, on Euro makeup brand Astor, but this will be her first foray into the American beauty market. Heidi told WWD that her dad was a marketing director at a cosmetics company and she interned there when she was 13. Perhaps a full color line is next?

And any bets on whether or not the next batch of Project Runway designers will have to create a look inspired by Shine?

Orlando Bloom Is Not A Model: “I never really thought about doing it before--I guess because I probably took myself a little too seriously and thought, I’m an actor, I’m not a model,” Orlando Bloom told WWD. No word on whether or not that quote came before or after he was signed on as the face of Uniqlo.

He’s now giving his model wife a run for her money, having just landed a gig as the face of Hugo Boss’ fragrance, Boss Orange Man. Bloom went on to tell WWD that he’s a guy’s guy and not really a fragrance guy, but Boss “fits.”

He also took the initiative to mess up his hair at the end of the Jonas Akerlund-directed commercial. In the commercial he is apparently being prepped by a hairstylist and makeup artist, so it was quite statement-making to mess it all up at the end. “I don’t spend a lot of time froufrou-ing myself,” Bloom told WWD. The commercials will run as 10- ,15- ,and 20-second TV spots and Steven Klein shot the print ads.

The fragrance has apple notes, which is a signature of Orange Woman. (Sienna Miller’s the face.) Citrus, spices, vanilla, and bubinga wood round it out. The scent launches February 1.

Vincent Cassel Seduces In YSL and Darren Aronofsky Directs: Vincent Cassel, the face of YSL’s La Nuit de L’Homme, recruited Darren Aronofsky (of “Black Swan” fame, of course) to direct the next commercial for the fragrance. The scent is YSL’s best selling men’s fragrance.

In the ad, Vincent will be portrayed seducing multiple women in “numerous milieus,” according to WWD. However, the article points out that in Aronofsky’s script, the women will be merely seduced, not “consumed.” Thank you for the clarification on that point.

The ads will break in late March to early April. A five minute version will be available on the internet, and more traditional TV commercial spots will be shown. Mert Alas and Marcus Piggott shot the print campaign.