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The Italian Job

Beyonce shines as the spokesmodel for Emporio Armani's Diamonds fragrance.

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WWD Music issue 08/30/2007
As the face of Emporio Armani's newest women's fragrance, Beyoncé Knowles is hoping consumers make Diamonds their new best friend.

Knowles has long been a player in the beauty business. In February 2001, she inked a deal with L'Oréal Paris and then joined the Estée Lauder Cos. in January 2004 as the face of Tommy Hilfiger's True Star fragrance.

But even she never imagined one day meeting Giorgio Armani, let alone representing his high-end fashion powerhouse.

"I'm so proud to be the face of the new fragrance," says Knowles, who made an August appearance at the Macy's Herald Square store in New York in support of her first scent, Diamonds. "When I was 15, I put on my first Armani suit, and I thought, 'Oh my gosh, I've made it. I'm touching Armani.' It was the most exciting thing in the world for me and now, 10 years later, here I am partnering with Armani."

According to Knowles, the new fragrance empowers women to be more independent.

"I love that Diamonds represents the strength and confidence of the modern-day woman, who can actually afford her own diamonds," says the singer, who recorded her own version of the classic "Diamonds Are a Girl's Best Friend" for the television ad campaign.

Knowles has been giving the fragrance a test run, sporting Diamonds around town the last two months.

"I love it because it's very sensual, and it makes me feel really confident. I've never gotten so many compliments on a fragrance. I feel my sexiest when I take a shower at the end of a long day, and I have on my pajamas and my fragrance. I can go to bed and smell like Diamonds, and I love that," says Knowles, who added that boyfriend Jay-Z is a big fan of the scent.

Even with the looks of a beauty queen, Knowles' daily beauty routine is surprisingly low maintenance.

"Because I spend so much time getting my hair and makeup done, I don't like spending too much time primping." She says she spends about five minutes in the morning and evening washing her face. "I do a little concealer and gloss and keep it moving. Anything that's quick and easy is the best for me because I work so much."
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