Agent Provocateur is known for producing controversial adverts, such as those released in December 2001 featuring pop singer Kylie Minogue. The advert, which was shown only in cinemas, pushed the envelope on sexual innuendo in advertising media and demonstrated the power of internet based viral marketing.
Lingerie by Agent Provocateur has become popular with celebrities such as Paris Hilton, Lily Allen, and Carmen Electra, and the company often features high profile celebrities to promote its fashion campaigns. In previous years these have included Kylie Minogue (2001) and for the second time Kate Moss in 2008 (she previously appeared in ads in 2006). "Agent Provocateur", the line's first perfume, was launched in 2000. Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.
In 2000 they released their first signature fragrance called Agent Provocateur. Since then the range has expanded to include more fragrances plus a selection of beauty products and cosmetics.