Paris Hilton launches 20th signature fragrance

By

Cassidy Mantor

Published
Jul 10, 2017

Paris Hilton is releasing a new fragrance called Rosé Rush that is designed to follow up her 2016 fragrance, Gold Rush.

Hilton herself models in the Rosé Rush campaign, which is designed to harness the excitement of falling in love. The campaign features Hilton shot in a rosé hue posed to exude glamour and femininity.

Hilton describes the inspiration saying, "Rosé Rush is a scent to evoke confidence and ambition within all women - particularly in the areas of love and romance."

Perfumer, Richard Herpin of Firmenich created the scent. It is a rose petal based scent that uses additional notes of neroli and lychee to make for an extremely floral scent. The background includes hints of musk, woods and amber.

Herpin explained that he wove together elements to "create an aura of femininity around anyone who wears the fragrance."

The bottle and packaging are designed to invoke old Hollywood glamour, similar to predecessor Gold Rush. The bottle of Rosé Rush is in the shape of a female form wearing a gown with pink glitter.

The heiress is no stranger to signature fragrance launches. She launched her first fragrance in 2004, Paris Hilton for Women and has followed up with numerous men's and women's launches.

Rosé Rush is the twentieth fragrance in the Paris Hilton Fragrance Collection. Her fragrance portfolio is managed by Parlux Ltd., a wholly owned subsidiary of Perfumania Holdings Inc.

Rosé Rush will launch exclusively at Perfumania stores and online through Perfumania's site. A 3.4oz/100mL bottle will retail for $60. It will be available starting July 11.