At least that’s the hope of Paris Hilton as she introduces her newest scent, Dazzle, the first in her repertoire meant to express her own personality.
“Creating a new fragrance or two each year has been a great way to express the changes I have gone through,” said Hilton. “Now I have a whole wardrobe of them to choose from, from light and beachy to mysterious and sexy.”
Including her newest, which will launch in June, Hilton has launched 15 scents with fragrance marketer and distributor Parlux and has generated what industry sources believe to be $1.5 billion in sales since launching the brand in 2004. By the end of 2012, industry sources estimate $140 million will be generated, $20 million to $25 million of which will be attributed to the introduction of Dazzle.
“What started out as just an interesting experiment became a real business very quickly,” said Hilton, who has an additional 16 product lines — from watches to footwear and handbags — available worldwide. “Every one of the scents I have done is still on the market somewhere. I will keep providing Parlux with new inspirations and will continue to visit our customers around the world.”
When it comes to the business end of things, Hilton said she is “very involved, from the initial concept to the packaging, the gift-with-purchase items and the advertising image.
“I love to do personal appearances, so I can connect with my customers and make sure they know this is all me, not just some corporation that uses my name,” continued Hilton.
Opening with pink lady apple, maraschino cherry and peach nectar, Dazzle, concocted by Frank Voelkl at Firmenich, also has a heart of violet petals, pink calypso orchid and orange blossom. Its base is of Hilton’s signature note, pink champagne, along with white patchouli and crystallized musk.
The pink diamond-inspired flacon, created by Henry de Monclin of HDM Design, is rounded, faceted and features a platinum jewel-bedecked cap.
Paris stars in the scent’s ad campaign, shot by Tony Duran. Ads are slated to break in July fashion, beauty and lifestyle magazines. In addition, Parlux plans to integrate a complete social media program to capitalize on Paris’ 7.3 million Twitter followers and 1.3 million Facebook fans, said Kathleen Galvin, vice president of marketing for Parlux.
“This fragrance expresses the concept of contemporary individuality,” said Frederick E. Purches, chief executive officer of Parlux.
Hilton is also working on her second album and planning a foray into the real estate world.
“It will be a dance album and I cannot wait for my fans to hear it,” said Hilton, who collaborated with Flo Rida and LMFAO on the album. “I am also finishing the design and construction of my own club, Azure Beach Club, a beach-front property in the middle of the city of Manila, Philippines,” said Hilton, who hinted at the possibility of a color-filled future. “I am always looking for ways to expand my brand and would love to launch a beauty product line in the future.”
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)