Paris Hilton debuts 20th fragrance for women

NEW YORK -- Paris Hilton is leveraging the popularity of her fragrances around the world by launching a 20th scent.

New Gold Rush by Paris Hilton is a feminine fragrance that aims to be lush, sophisticated and intoxicating, and evokes old Hollywood glamor.

"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 said. "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."

Hilton says the fragrance was inspired by the duality of gold - sparkling, bright and glowing yet warm, rich and sensuous. 

The notes include:

• Top: Lemon Zest, Bergamot, Juice Nectarine

• Mid: Velvet Orchid, Rose, Violet

• Base: Vanilla Bean, Golden Praline, Cashmere Woods

The scent's custom perfume bottle appears like a rare keepsake and contemporary design. Curvy, decadent and feminine, this bottle aims to represent the glamour and allure of Paris.

"For Gold Rush we were most inspired by the packaging," said Doug Lloyd, creative director of Lloyd & Co. "The shimmering quality and draped cut of the bottle were elements we thought would translate beautifully to the brand imagery. We also saw an opportunity, with Paris' 20th fragrance, to create an elegant and elevated mood that brings a new dimension of her character to audiences."

To further support the launch of the fragrance, Paris will be sharing behind-the-scenes images, shot by famous fashion photographer Victor Demarchelier, and engaging with fans across her social media channels.



The eau de parfum will retail for $60 (100ml) and $32 (30ml) and will be available at retailers nationwide in August.