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.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@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