Holding court in a custom-made latex dress festooned with musical notes (“The Girl From Ipanema,” should you want to play the tune), towering black stilettos and a purple wig, Katy Perry unveiled Purr, her new fragrance, on Thursday evening at Manhattan’s Andaz Fifth Avenue. Calling herself “a pain in the ass when it came to doing this,” Perry noted she wasn’t afraid to demand excellence. In fact, the final bottle wasn’t presented, as it’s “90 percent, but not 100 percent, done,” so a prototype was unveiled.
“You can put all the bells and whistles on things, and it can still smell like s–t,” Perry told the group of about 25 beauty editors and Nordstrom executives. “I was very particular about this.…I couldn’t put out something that I didn’t 100 percent believe in. Even my cat, Kitty Purry, likes it.”
This story first appeared in the July 23, 2010 issue of WWD. Subscribe Today.
And make no mistake, she doesn’t plan to worry about traditional fragrance trappings such as gifts-with-purchase. “There’s no way I’m going to give a janky-ass bag away to the consumer I think is buying this awesome product,” she said firmly. “Or, ‘here’s a free umbrella, but you live in Phoenix.’ No. I want people to feel like they’re getting value in a product again, especially being partners with Nordstrom. I don’t want to be associated with cheap, because I think you can still get quality at a good price. When people unwrap this, I want them to be impressed with the bottle and think that it will be a cute little tchotchke even when the bottle’s empty.”
The ads, being shot today by Miles Aldrich, involve “costumes and fun ideas,” said Perry, declining to reveal more details.
And as for the oft-asked question — “How’s the wedding planning going?” — Perry joked, “Go to hell,” before turning serious, noting that between her new album, her new perfume and her planned nuptials, “there’s a lot to take care of. My schedule is always planning one thing or another, and sleep.”