DJ and socialite Paris Hilton has unveiled “Electrify”, the latest addition to her extensive fragrance empire, in partnership with Parlux Ltd.
The scent, which launches this month, represents her passion for music, dancing and “living in the moment.”
“What I love most about being a DJ is the burst of energy I get on stage and bringing happiness to a crowd of people,” said Hilton. “I wanted to capture that feeling in a scent and celebrate the confident woman who is the life of the party.”
“Electrify”, which was created with perfumer Yves Cassar of International Flavors & Fragrances Inc., is described as a “magnetic floriental woody” scent. It features top notes of scarlet apple and Mandarin oil, a heart of spring peony, Turkish rose, magnolia and red poppy. It also has base notes including vanilla absolute, coconut milk, musky sandalwood and patchouli heart.
“This scent was crafted to make a statement — to achieve this I added a bouquet of floralcy to amplify the sensuality and contrasted that with addictive juicy notes and upbeat mix of sweet coconut-vanilla and creamy woods,” Cassar said.
Hilton threw herself into the fragrance industry with Parlux in 2004 with her debut perfume “Paris Hilton For Women”. She has since amassed a scent portfolio that has achieved sales of more than $2 billion, spanning perfumes for men and women such as “Heiress by Paris Hilton for Women”, “Heir by Paris Hilton for Men” and the “Paris Hilton Passport Collection for Women”.
Last year, she added to her empire with “Platinum Rush”, the third addition to her “Rush” perfume collection. The star also rolled out a four-piece skincare line called “ProD.N.A.” in 2018. RGA/JB
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