Celebrity Paris Hilton has released another fragrance – her 24th.
Called Platinum Rush, it went on sale at Perfumania stores US-wide on July 17.
The beauty company which markets the range, Parlux, says platinum is the “universal symbol of true love, rarity and strength,” making a fitting third member of her Rush perfume collection.
“Platinum Rush is very special to me, as it will forever mark a time in my life when I found my true love,” says Hilton. “This fragrance speaks to my own romantic fairy tale, and the culmination of my personal journey to celebrate life with my best friend and soulmate.”
The fragrance was created in collaboration with perfumer Frank Voelkl of Firmenich, who explains: “Platinum Rush represents the rush of an endless romance as Ms Hilton has now found her ‘happily ever after’. Her engagement ring is the perfect symbol of enduring love with its infinite loop of platinum and sparkling diamonds which served as my inspiration.”
The bottle evokes Hilton’s signature silhouette, which “glistens with a wash of sparkling silver metallic glitter”. In the US, the Eau de Parfum is priced at $65 for the 3.4oz / 100ml version and $36 for the 1oz / 30ml.
Hilton released her first fragrance, Paris Hilton for Women in 2004. She celebrated the release of Platinum Rush at a DJ appearance at The Pool After Dark at Harrah’s Atlantic City.
Parlux, a subsidiary of Perfumania Holdings, designs, manufactures, markets and distributes prestige fragrances.
Previous releases of the Paris Hilton Rush range are on sale on Amazon: