Paris Hilton endows matrimony with Love Rush fragrance launch

15 Nov 2022 --- To capture the essence of love in her new marriage, celebrity socialite Paris Hilton, has unveiled Love Rush on the cusp of her first wedding anniversary to author and venture capitalist Carter Reum. Hilton’s perfume line has fetched more than US$2.5 billion in revenue.

Paris Hilton Fragrances will mark a beauty industry December 1 when Hilton will sign her fragrance in the metaverse with Roblox to celebrate the Love Rush launch.

In collaboration with Parlux, the former celebrity teen star created the fragrance for her wedding day, November 11, 2021. It has now been released for public consumption on the first anniversary.

“This is my most intimate fragrance to date, the perfume I wore on my wedding day. Since I was a little girl, I dreamt of my wedding day and this fragrance made it even more special and memorable. Whenever I wear Love Rush, I feel immersed in true love and happiness,” says Hilton.

Sealing the deal with Eau de Parfum
Hilton met with Clement Gavarry, a Firmenich perfumer, to share her vision for the fragrance. 

“It was important for me to capture the essence of Paris’ adoration for her new marriage. I knew instantly that this fragrance needed to represent Paris’ love story. I combined celebratory ingredients to capture the essence of love,” Gavarry states. 

Love Rush, Hilton’s 29th fragrance since 2004, is a bold, sentimental addition to the Rush Collection that embodies florals, including notes of Italian bergamot, white apricot nectar, lush gardenia, sandalwood and vanilla orchid. 

Fragrancing in the metaverseLove Rush is Paris Hilton’s 29th fragrance since 2004 (Credit: Jose Villa).
The virtual fragrance signing will start in Roblox’s new feature, “Tunnel of Love,” where the player will have an interactive experience. 

Players will see images of Hilton’s wedding and guess the ingredients in the fragrance. Thereafter they will enter Paris’ Perfumery and meet her avatar, who signs the bottle.

The radiant white bottle features a white cap in the shape of a dress bodice which tapers into a glittered glass bottle. 

Increasingly, trend-conscious personal care brands have been looking into the metaverse. Paris Hilton’s latest move comes at the heels of the launch of US beauty retailer Ulta Beauty’s Prisma Ventures, a digital innovation fund set to invest US$20 million in emerging technology start-ups that seek to shape future online and in-store experiences. 

With this fund, the company aims to unlock new technology that fuels greater discovery, personalization and convenience.

L’Oréal is also exploring the internet-driven beauty of web3 with the emerging metaverse to reach a new generation of customers across its haircare, active cosmetics and mass consumer portfolio. It has been noted to enable web2 services such as skin diagnosis, teleconsultation and virtual try-on and is now taking a step toward the future of the internet.

Products rooted in fame
In other recent celebrity launches, singer-songwriter and Hollywood actress Lady Gaga launched Haus Labs, a clean label and colorful makeup brand marketed as “HausTech powered skin-loving and futuristic formulas.” The collection includes all-over paints, gel-powders, bronzers, highlighters, lip oils, crayons and brow and eye pencil liners.

Earlier this year, the Jennifer Lopez JLo Beauty and The Beauty Health Company partnership introduced the Hydrafacial x JLo Beauty Booster, targeting healthy-looking, glowing and supple skin.

Singer-songwriter Ariana Grande also unveiled her body care range, God is a Woman, in partnership with Ulta Beauty. The range is formulated to meet the retailers’ Conscious Beauty Program standards and is made with clean, vegan and cruelty-free ingredients.

Edited by Inga de Jong