Some celebrities turn to department stores to hawk their fragrances. Katy Perry has taken to Twitter instead.

Perry, who has more than 72 million followers on her main feed, established a Twitter pop-up shop for her new Mad Potion scent using the username @KatyPerryPopUp. Followers can purchase the $29.99 fragrance directly, using Twitter’s Buy Now card. Those who follow the feed will also have access to exclusive Perry content. The purchasing ability became live today.

“In working with Katy, we wanted to try something completely different for the launch of her latest fragrance,” said Emily Bond, vice president of global marketing, celebrity brands and new business development at Coty Inc., Perry’s fragrance licensee.  “Given her immense popularity on Twitter, we thought it would be the ideal channel to create a pop-up shop that will let her fans not only interact with her but also purchase the fragrance directly.”

The fragrance will eventually also become available in select retail stores, said Bond.

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