According to the company, the new fragrance - a sparkling oriental - captures the many sides of the singer/actress.

"Hilary Duff is for the young woman who knows that anything is possible, and that she can make her dreams come true - if she is true to her heart."

Already well established as a celebrity-fragrance maker, Arden has big expectations for With Love.

Its current superstar brands - Elizabeth Taylor and Britney Spears - have enjoyed great success here. Spears' Curious, launched in 2004, is still the most successful fragrance for Farmers to date.

With Love, which retails at $119 (100ml) in New Zealand, was created by perfumers Rodrigo Flores-Roux (Cinque Happy, Donna Karan Cashmere, Elizabeth Arden Green Tea Summer) and Stephen Neilson.

Designed around "Duff's taste and image", it combines mango, exotic woods and amber to represent "an expression of love in all its many forms and dimensions". The vintage-inspired bottle, with its roping and antiqued finish, was inspired by one of Duff's favourite rings.

But perhaps no one will be watching the success of Duff's fragrance quite as closely as contemporary Spears. Rumours of tension between the two when the Duff/Arden deal was announced haven't amounted to much.

But maybe that's because the K-Fed-challenged Spears has other things on her mind.