LONDON, May 17, 2005/ FW/ --- True to her word, Paris Hilton is shedding off her party girl image to emerge as a very savvy businesswoman who is keen in promoting her brand.

Yesterday, at Debenhams, in London’s Oxford Street, the hotel heiress launched her eponymous perfume “Paris Hilton” on this side of the Atlantic after a successful launch in the U.S. last September during New York Fashion Week.

"Fragrance is magical, it creates a mood. It is the last thing I put on before I step out to party - it's a signature, a style statement, it's memorable,” she said in a statement.

“I wanted to create a fragrance that was sweet and sexy. I created the scent a few years ago and it contains all the things I love... flowers, fruit plus a special, sensual ingredient - Pheromone. My sister and my friends love it too,” she added.

Paris who was just seen in Cannes sporting a Roberto Cavalli frock during a photo op had been in the news lately, mostly for her accomplishments. She stars in her own TV show, was just in the film “House of Wax” wherein during the premiere, she unveiled a wax replica of herself and she just released her first book.

Added to that, she just finished an album and her “Paris Hilton Jewelry” is being sold at amazon.com.

Gone are the days when she was the most “googled” celebrity, overtaking pop music icon Britney Spears, due to an internet sex scandal.

She has become bigger than life and morphed to an international icon in her own right. At 24, she is one of the most recognizable faces around the globe. Choosing her celebrity status as a vehicle to expand her business, Paris Hilton is proving that she has the business genius genes of her family.

And while she is in Europe, the television commercial for fast food chain Carl’s Jr. breaks in the U.S.

With a rock version of the song, “I Love Paris in the Springtime” as background, Paris Hilton slaps suds on the side of a Bentley automobile and chomp on a thick burger while clad in a skimpy black bathing suit.

The 30-second spot will debut nationally on the syndicated show "Entertainment Tonight," on May 17, and then go into regular rotation in Western states where Carl's Jr. does business.

In late June, the ad will be shown across the midwest to tout a similar sandwich at the company's Hardee's restaurants.