Beyonce Knowles
© AFP/POOL/File

11 May 2007 (Sawf News) - Beyoncé will be the face and voice of a new women's fragrance - Emporio Armani Diamonds. She will appear in print ads and belt out a song inspired by "Diamonds Are a Girl's Best Friend" in TV ads to promote the new addition to the Emporio range that will hit shelves in September.

Armani, who has known Beyoncé for seven years and attended her concert in Milan Thursday night (May 10, 2007), told WWD, "There is no one today who transcends music, film and fashion in the way that Beyoncé does. There really was only one choice."

"Beyoncé is pure sensuality," continued Armani. "She has that ability to mix it up: young and sexy or elegant and sophisticated, but always with incredible charisma and magnetism."

Armani's beauty licensee, L'Oréal, is banking on the new fragrance to refocus the Emporio fragrance business, particularly in the U.S.

Beyoncé Knowles has earlier promoted beauty products such as Tommy Hilfiger's True Star, L'Oréal Paris' Studio Line and Féria hair care.

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