AMY WINEHOUSE - AMY WINEHOUSE PLANNING PERFUME

AMY WINEHOUSE PLANNING PERFUME

'Rehab' singer Amy Winehouse is being encouraged to launch her own fragrance by her dad Mitch who is keen to extend the troubled star's brand.

Amy Winehouse wants to launch her own perfume.

The troubled singer - who has publicly battled addictions to drink and drugs - and her father Mitch are keen to develop her trademark "smoky" look and put her name to a woman's fragrance.

A source said: "Mitch is keen to licence Amy's name to a perfume house. He has been in talks with manufacturers and contacted PR firms for advice.

"They want it to reflect her style with a classic smoky 1950s look and smell. Amy is keen to expand her brand and wants to get on the celebrity perfumes bandwagon while she can. They know her fans love to copy her style. Her trademark fashion and beehive hair-do were last year's must-have look."

However, fragrance experts are unsure about working with the 'Rehab' singer - who is regularly photographed with a cigarette and alcoholic drink in hand - because they fear shoppers will be discouraged by her dishevelled appearance.

One perfume industry insider said: "Frankly, she doesn't look like she smells that nice, so doing some positive publicity to prove it doesn't just smell of stale alcohol and cigarettes would be vital."

Other pop stars who have launched their own signature scents include Britney Spears, Avril Lavigne and Jennifer Lopez.