Britney Spears will hit the fragrance market one more time next month with Believe Britney Spears.

While the beleaguered pop diva is said to have sold more than 10 million bottles of fragrance since her first two scents, Curious Britney Spears and Fantasy Britney Spears (launched 3 and 2 years ago respectively), will she be able to ‘do it one more time’ given the current controversy about the print ad?

Smooth of skin, with no signs of two pregnancies, let alone a bulge, the singer looks too radiant and glossy to be ‘believable’ in the campaign shot. Some are saying she’s too beautiful to be true… she’s the same Britney who wowed the world with Toxic.

According to the New York Post, the lissome graphic has triggered talks that fragrance firm Elizabeth Arden has super-imposed the singer’s face on the body of another model.

In an attempt to silence the skeptics, Arden has been forced to issue a statement refuting claims of a body double:

“We recently shot Britney Spears for the print campaign for her new fragrance Britney Spears Believe, in Santa Monica. It is true that Britney did leave the set; however, she returned after a brief time. Cayli was the wardrobe assistant on the shoot. We used her as a stand in so that we could set up the lighting while Britney was off the set. When Britney returned, we shot the national print ad with her. The only person in the national print ad for Britney’s Believe fragrance is Britney Spears.”

But London’s Daily Mail asks some uncomfortable questions: “If that is the case, then where are her tattoos?”

Believe Britney Spears is promoted as a “confident expression of optimism and individuality”, and as “a reflection of her soul.” And I’d like to believe that the scent lives up to it.