Lavigne released her first fragrance, Black Star, created by Procter & Gamble Prestige Products. The fragrance was announced on Lavigne's official website on 7 March 2009. Black Star was released in summer 2009 in Europe, and later in the U.S. and Canada. When asked what the name meant, Lavigne replied, "I wanted the bottle to be a star, and my colors are pink and black, and Black Star resembles being different, and standing out in the crowd, and reaching for the stars; the whole message is just about following your dreams, and it's okay to be unique and be who you are." Black Star won the 2010 Best "Women's Scent Mass" by Cosmetic Executive Women (CEW).
Black Star was followed by a second fragrance in July 2010, Forbidden Rose, which took two years to develop. Its message is an extension of Black Star's "follow your dreams", though the tagline for the new perfume is "Dare to Discover". The commercial takes place in a gothic garden setting, where Lavigne, upon entering the garden, finds a single, purple rose.
Lavigne launched a third fragrance, Wild Rose, in August 2011 and filmed the commercial for it in late 2010. The tagline for the fragrance is "Dare to discover more".