[1][2][3] Scott Beattie, the chairman and CEO of the company, called her "the natural choice" to "reach fragrance buyers of all ages", citing that she is "recognised globally" for her "tremendous talent and glamorous star appeal".
Duff shared similar sentiments, revealing that she was looking forward to working with the company's team in creating a line that is "fresh and innovative" and a scent that "everyone will enjoy wearing, including me".
[5] Duff made a 90-minute appearance at Herald Square in New York City to celebrate the release of the fragrance, which sold an estimated $25,000 USD worth of bottles that evening, according to Women's Wear Daily.
[8] The commercials for With Love... Hilary Duff were directed by photographer and director Matthew Rolston and doubles as the music video for her single of the same name, which was used in the spot,[8] but was not officially released until January 2007.
Rolston responded by including allusions to films in which "women use hair and makeup and wardrobe to change their identities", citing Vertigo (1958) and La Femme Nikita (1990) in that respect.
He also included a cliffhanger designed to generate discussion among young people—"it gives them something to blog about and be viral about", he said—and adult elements that would help to introduce Duff to an older audience.