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Beauty giant Estee Lauder has secured the services of both Madonna and the film director Luc Besson to help launch its latest fragrance, Beyond Paradise, with its first national TV campaign. Directed by Besson using his trademark special effects, it includes an exclusive cut of Madonna's single 'Love Profusion' from American Life, her latest album. The 30-second spot also features Estee Lauder 'spokesmodel' Carolyn Murphy. TV advertising, created in-house in conjunction with The Cheshire Company, breaks on September 8 aimed at 18- to 34-year-old women. It will also run in cinemas - Estee Lauder's first cinema exposure - and will be accompanied by print ads in fashion, beauty and lifestyle magazines and a radio campaign designed to reinforce the relationship between Beyond Paradise and 'Love Profusion'. Media was handled by M2M.