04/10/2010 12:55 BST | Updated 22/05/2015 10:12 BST

Diane Kruger's Calvin Klein Beauty Fragrance Campaign: Behind-The-Scenes Photos

Diane Kruger on the set for Calvin Klein Beauty. Courtesy Photo

We're used to seeing celebrity ad campaigns - in all of their airbrushed glory - winking at us from the pages of glossy magazines. Which is why we totally love to glimpse behind the scenes shots from the photoshoot, to see the pros at work concocting the image that will personify a fragrance, a clothing line, or a lipstick.

Or in this case, Diane Kruger, the new face of Calvin Klein Beauty, prepping for her first photo shoot for the collection.

The ad made its debut in the September magazines (you can see the imagery, below), and the fragrance hits counters this month. The shot features a stunning Kruger with a creamy complexion, champagne-tinged lids, sheer pink gloss, and natural curls.

The classic images stray from the brand's sexually charged campaigns of the past, such as those for Obsession and Euphoria, and are geared towards a more mature client. "It's very elegant, and that's why we wanted to work with Diane," said Catherine Walsh, a senior vice president at Coty Prestige. "This woman we're trying to portray - she's not someone who doesn't have experiences in her life. We wanted this woman to be worldly and well-travelled, a confident woman and a woman who had strength."

Diane Kruger on the set for Calvin Klein Beauty. Courtesy Photo

The spicy floral scent, developed with Sophie Labbé of International Flavors & Fragrances, is an interpretation of the lily, which has long been an inspiration for the house.