Belfast Telegraph

Wednesday 17 September 2014

Kim Kardashian 'super involved' with scent

Kim Kardashian
Kim Kardashian
Kanye West

Kim Kardashian gets "super involved" in the creation of her fragrances.

The pregnant socialite is gearing up to release Pure Honey in September, her latest scent offering.

Whereas previous perfumes by the reality TV star have contained strong floral notes, the 32-year-old says it was her idea to move in a new direction.

"I am super involved from start to finish - on bottle design to ad campaign. I had this really great honey idea, so we moved away from just florals," she explained to WWD.

"This one to me represents pure femininity; it's really warm and inviting."

The fragrance will sell for between $55-$68 and will be carried in Lord & Taylor and Belk stores.

The scent features raw wild honeycomb and rose and was created in collaboration with perfumer Claude Dir.

Kim has been in Paris this week, shooting the campaign to accompany Pure Honey.

"[For the advert I had a] soft, beautiful concept [in mind]," she revealed.

"[For the bottle stop,] I wanted to make sure that it had the little bee on it."

The licensee for the perfume is Lighthouse Beauty Marketing.

Industry experts estimate Pure Honey will make $5 million in the first five months globally and the company's CEO Philip Zellner believes it's because Kim targets a wide range of people.

"So what we try to do is reach that broad marketplace by having some of her brands live at prestige while some live at mass," he explained.

For the curvy brunette, creating a range of scents came as a natural business move.

Kim is a perfume enthusiast and has a large collection at home.

"Everywhere I go I pretty much pick up a fragrance," she admitted.

© Cover Media

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