Jennifer Aniston launches fragrance, looks cold and scared in the ad

Falic Fashion GroupFalic Fashion GroupMark our words: the fragrance world will not stop cranking out scents until every celebrity has one. Or 18 if you're J.Lo. Yesterday we read that Bruce Willis was getting a fragrance (really?), and today the perfume buzz is all about Aniston. Everyone's favorite "Friend" will be launching her own perfume called Lolavie. Don't ask her what the name means, because "it's a long story and honestly it's too personal to tell," Aniston told WWD. But she insists "it has special significance."

Coming upon her first scent, which is said to be a gentle floral, was not an easy venture for the actress. "It's been a year-and-a-half journey," Aniston said. "I'd been asked to do things before, and it never felt organic. But when Leon [Falic, the president of 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."

Beyonce's new best-selling fragrance for CodyBeyonce's new best-selling fragrance for CodyWe wonder what extension of Aniston led her to pose in just a towel on a mountain of rough rocks for Lolavie. We swear we're not trying to look too much into this, and fragrance ads can be a bit edgy, but doesn't she look cold and uncomfortable and maybe even scared? Thinking about the successful fragrance ads of celebs like J.Lo, Britney Spears, and most recently, Beyonce, the stars aim to look sensual, seductive, and above all, confident in their fragrance campaigns. Aniston does look beautiful in the Lolavie ad, no question. But she also looks so uncomfortable as she's awkwardly perched on a rock, and we envision her as cold and sad sitting there alone, damp, and vulnerable. Surely this ad evokes a feeling, though is it one that would make a person want to buy her fragrance? Or desire to smell like Aniston in this photo?

Of the public reaction to Lolavie, Jen told WWD, "I want people to go, 'What is that? You smell great!' But most of all I wanted it to smell natural." Clean, crisp air on the water is a wonderful smell, if that's the moment Aniston is trying to evoke, but we're wondering if there was a more relaxed and appealing image that could have been used to express that.

Lolavie will be launching exclusively at Harrods in the UK in June, and here in the U.S. shortly afterward for around $47-$62. [WWD]