New Fragrance Alert: Pure DKNY

| 16 February , 2010 | 1 Reply

DKNY\’s latest offering is Pure – a fragrance which is more than just a fragrance. It\’s A State of Mind, a Way of Being, Living Responsibly. Pure captures the simple moments that bring us love, joy and comfort – a tender embrace from your soul mate, a smile from a child or the warmth of the sun touching your skin. These simple pleasures are celebrated in Pure.

At the heart of Pure is transparent jasmine, freesia and lush orchid, harmonised with a dew-drop petal accord, Lotus flower and Bulgarian Rose. This floral infusion is then cradled by the warmth of white amber, creamy sandalwood and a drop of vanilla in water.

The latter is Pure\’s signature note, used not only for its soft feminity but for the authentic good will it lends to the scent. The drop of vanilla in water in each fragrance is sourced from vanilla bean farmers in Uganda, the majority of whom are women. pureDKNY is partnering with CARE, a leading humanitarian organisation fighting global poverty, to help these women who are playing an integral role in the creation of the fragrance. It will help make a little difference in the world one drop at a time.

This sentiment is reflected in the design of the raindrop-like design of the bottle – all curves and no edges. The glass is 100% recyclable. The carton is printed with lower VOC inks and made from Certified Forest paper.

This is why pureDKNY is more than a fragrance. It\’s a state of mind, a way of being and a way to make a small difference. It\’s as pure and simple as that.

PureDKNY launches nationally on the 22nd of February 2010. Prices start at $80.

For more information visit their new website, I recommend it, it’s not only really relaxing but you can grow a ‘plant’ and enter to win your own bottle of PURE ( … and you can customise your plant to make it any colour you want, of course I had to have a PINK one! 🙂

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