Baby, what a woman (The Age newspaper, 5th December 2006, Melbourne)

catherine arfu

A CHUTZPAH award goes to Melbourne businesswoman Catherine Arfi, the brains behind the sweet-smelling organic Aromababy skincare, for thrusting her products into the hands of celebs. When eloquent Sly Stallone came to town for the Planet Hollywood launch, Catherine sweet-talked the marketing people and marched into Crown Towers with a huge box of goodies for Sly's wife, Jennifer Flavin.

When Wacko Jacko was here, she name-dropped her way into the Hyatt with another box but it ended up in the hands of his minder (who was very grateful for the freebies). At Aromababy's 10th birthday bash, hosted by siren Leah Hudson, at St Kilda's Riva last week, Catherine told us that when in the US last year she made a beeline for a celebrity mum event and gave goodies to Sarah Jessica Parker (via her nanny), Kylie Bax, Amber Valletta and Tia Carrere.

Party girl Tara Reid, sorry, reformed party girl, uses the cream to try to erase her party lines, and locally, mums Nicky Buckley and Lisa McCune have pampered their bubs. As Tara shows, you don't have to be a mum to indulge, for songbird Tina Arena uses the balm to soften her hair. Never one to let an opportunity pass, Catherine had a direct line to holidaying Princess Mary because Aromababy PR babe Shereen Kiddle, partner of Kangaroo Shannon Grant, went to Tassie Uni with Mary and arranged for goodies to be hand-delivered. "Mary was a beautiful girl who had presence," Shereen recalled. Now she's got presence and presents.