The Apothecary

Earlier this week we pondered what Carine Roitfeld's rumored fragrance might smell like, but now the big question is what the scent will be called. In January, Roitfeld reportedly trademarked the brand name Forgive Me and applied for protection for a wide range of beauty products. But in 2010, the fashion editor was granted a trademark for her own name that covers beauty products, clothing, shoes, jewelry, and accessories.

But which moniker will her fragrance ultimately take? It's been over two years since she trademarked her own name, and we have yet to see a Carine Roitfeld-branded ready-to-wear line or shoe collection, so perhaps she won't use that trademark. On the other hand, a "notice of possible opposition" was filed earlier this month against the Forgive Me trademark, so that name may not be the final version of Roitfeld's brand, either.

Roitfeld in the campaign image for her collaboration with MAC.

Britain's Advertising Standards Authority has banned an ad for Dior's Diorshow New Look mascara after receiving a single complaint, reportedly from L'Oreal UK, that the ad exaggerated what the mascara can do.

The image, which stars Natalie Portman and was shot by Mert Alas and Marcus Piggott, was originally intended to advertise a lipstick, but Dior told the ASA that it was later changed to a mascara ad. The photo was then digitally altered to "separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes, for a more stylized, uniform and tidy effect." Dior also said Portman wasn't wearing any false lashes in the ad, and that it "did not consider that the post-production techniques went beyond the likely consumer expectations of what was achievable using the product."

Nevertheless, the ASA has ruled that the ad can no longer appear in its current form. Dior has agreed to "amend or withdraw" the ad instead of going through a formal investigation about how it altered the image.

This ban comes on the heels of other beauty ads that were shut down for their altered imagery. Earlier this year, the ASA told L'Oreal to stop circulating an ad for its Revitalift Repair 10 starring Rachel Weisz because it "misleadingly exaggerated" the face cream's effects. In 2011, it banned a Lancome ad featuring Julia Roberts and a Maybelline ad starring Christy Turlington because they were "not representative of the results the products could achieve."

Note: In an interesting twist, the original stories concerning this ad on both The Daily Telegraph and Vogue UK appear to have been taken down. The biggest difference in this case and previously banned ads is that the others resulted from consumer complaints, not reports filed by competitors. Both news outlets alleged that L'Oreal complained about Dior's ad. Might that have something to do with why mum's the word now?

Karl Lagerfeld's limitless series of collaborations will continue when he releases a makeup collection for cosmetics giant Shu Uemura this November.

The designer's 17-piece collection will be delivered to Shu Uemura's 400 locations across the world just in time for the holidays. Lagerfeld will select the colors for the collection and design its packaging. In fact, he's already shot the collaboration's advertising campaign.

Lagerfeld isn't merely a fan of Shu Uemura — he's also a longtime customer. For the past 20 years, Lagerfeld has been using the brand's products to sketch his designs, draw portraits, and even illustrate political cartoons. Lagerfeld said he turns to Shu Uemura for his artistic needs "because other manufacturers do not offer such beautiful colors."

The Shu Uemura collection is one of many side projects Lagerfeld has in the works. He's currently promoting his new book about Chanel's little black jacket and recently signed on to design helicopters for the aviation company AgustaWestland.

Yves Saint Laurent has named actress Jessica Chastain as the face of its upcoming fragrance, Manifesto.

"We were won over by the very subtle strength of Jessica Chastain, her solar charm, her free mind," said Stephan Bezy, international general manager of Yves Saint Laurent Beauté at L'Oréal. "Jessica embodies the quintessence of Saint Laurent's femininity, a woman of her day and age, independent, determined, never where you expect her to be."

Manifesto will launch in France this September, and should make its way to stores across Europe by the end of the year before heading to the United States in early 2013. Details about the scent's fragrance notes and pricing weren't available at the time of this post, but the fragrance shares its name with the YSL photo periodical started by former creative director Stefano Pilati.

"Yves Saint Laurent is a brand that inspires me deeply," said Chastain, whose style profile has increased with recent appearances at the Cannes Film Festival and the CFDA Awards. "Since its creation, the brand has conveyed strong values that I cherish, such as an unwavering commitment, absolute love and feminine audacity. This new fragrance is an emblem of it all. I am [excited] to be part of this beautiful adventure."