Can celebrity fragrances capitalize on the scent wardrobe trend?

By Deanna Utroske contact

- Last updated on GMT

Can celebrity fragrances capitalize on the scent wardrobe trend?
At least one fragrance maker is betting the answer is ‘yes.’ Parlux Fragrances has just launched the 20th perfume in the Paris Hilton collection and is touting it as anything but a signature sent.

Indeed the company’s media release about the new fragrance opens by dismissing the notion that Hilton herself was ever a single-scent sort of person: “Paris Hilton has never believed in just one signature scent, and it's her long-term love affair with fragrance that has served as the catalyst to her successful ten plus years in the fragrance business.”

She describes the concept of the new fragrance as both assertive and aspirational. “I've grown a lot over the years and GOLD RUSH is a major milestone for me. It's a reflection of who I am today and the person I aspire to be,” ​Hilton tells the press.  “I created this scent for the woman who is truly confident in who she is. She's a dreamer, doer, thinker. GOLD RUSH is all about that indescribable feeling you get when you see endless possibilities… when you're alive and unstoppable.”

Sent

The fragrance is a robust blend of notes: lemon zest, bergamont, and nectarine on top; floral mid notes of orchid, rose, and violet; and warmer base notes of vanilla bean, praline, and cashmere woods.  It’s being described by Parlux as “an oriental, fruity fragrance that opens with sparkling, bright citrus notes creating a rush for the senses.”

It’s a scent combination that’s seem to be on trend as the industry is incorporating new dynamic fruit scents and adding in more back-to-nature sorts of woodsy, mossy notes.

Design

The bottle is plainly inspired by fashion rather than architecture or tech (as some new packages are). In fact it’s in the same vein as the Gaultier corset bottle from 1993.

The Gold Rush bottle is essentially a dress. “A one-of-a-kind design housed in European glass, the custom perfume bottle appears like a rare keepsake and contemporary design. Curvy, decadent and feminine, this bottle truly represents the glamour and allure of Paris,​” according to the press release announcing the launch.

Variety

It’s commonly reported that millennials own, on average, over 5 fragrances. And many women opt to wear different scents for different occasions now rather than swear by any signature scent.

It’s a trend that seems to have begun in the US, where today identity is ever more flexible, says Diane Cabaillés, marketing coordinator at Pour Le Monde. Day to day, place to place, “you can be whatever you want, especially as a woman,”she told Cosmetics Design​ late last year.  

And it’s that consumer, the one whose identity isn’t tied to a firmly fixed convention, that Parlux is targeting with this latest Paris Hilton fragrance.

Related topics: Brand Innovation, Fragrance, Packaging

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