Beauty Buzz. DKNYPure Adds New Verbena Scent

June 3, 2011 • Beauty, Designers, Fashion Blog

PureDKNY is adding a new sibling scent to the family this summer! PureDKNY Verbena, which launches in August is designed as a crisp, citrusy counterpart to the velvety vanilla of the first PureDKNY fragrance.

“We see Pure as our third fragrance pillar, with our others being Be Delicious and Signature,” said Diane Kim, senior vice president of global marketing for Tommy Hilfiger, Donna Karan, DKNY, Michael Kors and Missoni at the Estée Lauder Cos. Inc. “Pure broke new ground for fragrances as it is responsible and sustainable, and we are continuing that trend with PureDKNY Verbena.”

The fragrance sprays will come in three sizes — 1 oz. for $45, 1.7 oz. for $65, and 3.4 oz. for $85 — will be offered, as will a body butter, 6.7 oz. for $40, and a body wash, 6.7 oz. for $34. The bottle will remain as the same of the teardrop-shape as the original PureDKNY. The bottle is 100 percent recyclable, and the carton is printed with low-VOC inks on certified forest paper and wrapped with NatureFlex, a biodegradable wrap.

The scent will be carried in about 2,500 department and specialty store doors in North America starting this August.

-Alia Rajput

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