Nearly two decades after its inception, and ParisHilton’s fragrance empire is still growing.
“It’s about having beautiful fragrances, gorgeous bottles and really amazing visuals for campaigns, but the most important part is my relationship with my fans and going to these perfume signings all around the world,” Hilton said. “Just getting to meet and talk with everyone — I’ve had such a loyal fan base for so many years, and they love to collect them.”
Parlux has also benefited from Hilton’s entrepreneurial spirit. Lori Singer, the company’s president, said that Hilton’s brand was the largest in Parlux’s portfolio, which also includes fragrances from“Paris is super collaborative, and what has contributed to the success of building a successful business is bringing her vision to life and scaling her brand globally.
One of the advantages to the partnership is Hilton’s fans’ appetite for newness. “We launch new fragrances almost annually,” Singer said. “Paris herself authentically supports her business, she incorporates fragrances into so much of her personal content — not only on social media, but also into other business ventures.”
“We remain really focused on innovation and what’s next in emerging platforms and experiences. We’re really pushing the limits to not only connect our audience, but connect to audiences across the globe,” said Bruce Gersh, president of 11:11 Media, Hilton’s media company.
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