MAIN ACCORDS: floral white floral woody powdery balsamic
Fragrance Notes: Sandalwood, Orchid, Freesia, Jasmine, White Amber, Bulgarian Rose, Lotus
The house of Donna Karan is launched a new fragrance in 2010 named PureDKNY, which tries to connect people and nature. The perfume offers pure moments of enjoyment and relaxation.
The perfume focuses on a single ingredient, which is the key to the whole composition – Ugandan vanilla. The project around this fragrance was designed and triggered in cooperation with CARE, which sources this unique, creamy sort of vanilla. The company’s CEO stated:“CARE is excited to partner with PureDKNY on an initiative that will support women in Uganda, while also educating U.S. consumers about the important role women play in breaking the cycle of global poverty”. The project with DKNY is the latest achievement of the company and it will enable Ugandan women to work, educate and provide for their families.
The fragrance opens with Ugandan vanilla, dewdrop floral petals, lotus and Bulgarian rose. A heart beats in rhythm of exotic flowers – jasmine, freesia and orchid, while a base finishes the pure composition with white amber, sandalwood and vanilla in water.
The face of this advertising campaign is Angela Lindvall appearing on billboards and videos of the perfume.