The brand launches its 29. fragrance on Friday, called Love Rush. Released directly on the brand’s website, it’s priced at $75 for 3.4 ounces.
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Having created Love Rush for her wedding day, hence the wedding dress-shaped bottle, Hilton described it as one of her most intimate creations to date. “It’s so personal because it was the only fragrance I was going to wear on the most important day of my life,” she said. “I will always share my inspiration with the Parlux team and make my own mood boards, and then we will collaborate. [For Love Rush]I wanted to go and meet the perfumer directly and talk about all my wishes for the fragrance.”
Designed by Firmenich perfumer Clement Gavarry, the floral fragrance includes top notes of Italian bergamot, mandarin zest, and white apricot nectar; heart notes of dahlia blanche, lush gardenia and Tunisian orange blossom; base notes of sandalwood, musks and vanilla orchid.
“It’s about having beautiful fragrances, beautiful bottles and really amazing visuals for the campaigns, but the most important part is my relationship with my fans and attending these perfume houses around the world,” said Hilton. “Just meeting and talking to everyone – I’ve had such a loyal fan base for so many years and they love collecting them.”
However, Hilton did not rule out other categories for expansion. “I have 19 product lines, so I make a lot of products,” she said. “We’re definitely in the process of talking to a few people about developing a few more beauty lines as well.”
Parlux has also benefited from Hilton’s entrepreneurial spirit. Lori Singer, president of the company, said Hilton’s brand was the largest in Parlux’s portfolio, which also includes fragrances from billie eilish and Vince Camuto, among others.
“Paris is very collaborative, and what has contributed to the success of building a successful business is bringing its vision to life and scaling its brand globally. This success has opened the doors for us at Parlux to other talent, who see us as a major player in the beauty industry to partner with,” said Singer.
Although Singer did not comment on sales, industry sources estimate that Love Rush will generate $15 million in sales in its first year on the market.
One of the partnership’s perks is Hilton fans’ appetite for news. “We launch new fragrances almost every year,” Singer said. “Paris herself is genuinely supportive of her business, incorporating fragrance into much of her personal content, not just on social media, but in other business ventures as well.”
To that end, Hilton is bringing the fragrance to a nascent platform. She will be signing the perfumes virtually on Roblox, with the goal of giving fans around the world access to the signatures that keep business momentum high.
“We remain really focused on innovation and what’s next in emerging platforms and experiences. We’re really pushing the boundaries not only to connect with our audience, but to connect with audiences around the world,” said Bruce Gersh, president of 11:11 Media, Hilton’s media company.
Participating fans enter a tunnel in the metaverse, where they will encounter content from Hilton’s wedding. They then get a signed bottle for their avatars to use. “The opportunity to get a selfie with Paris in the metaverse is so iconic and we love bringing that connection to our fans,” Gersh said.
Hilton, who has been called “The Queen of the Metaverse,” sees plenty of opportunity for beauty brands in the space. “I see great opportunities in the metaverse for beauty brands,” Ella Hilton said, citing her own partnership with Urban Decay on a Halloween-themed experience called Cryptoween. “Now that people spend more time in the metaverse, it’s only fair that they can go to a perfume firm.”