PureDKNY Verbena (2011): Still Sustainable {New Fragrance} {Green Products}

Pure_DKNY_Verbena.jpgDKNY will add a new perfume to the Pure collection in August 2011, which was inaugurated in 2010 with PureDKNY. While the original Pure was centered on Ugandan vanilla, the second fragrance focuses on a new, equally carefully sourced material after which it is named: PureDKNY Verbena.

Diane Kim, senior vice president of global marketing for Tommy Hilfiger, Donna Karan, DKNY, Michael Kors and Missoni at the Estée Lauder Cos. Inc. said,

Pure broke new ground for fragrances as it is responsible and sustainable, and we are continuing that trend with PureDKNY Verbena.”...


The eco-conscious perfume was co-developed by Trudi Loren vice president of corporate fragrance development worldwide for the Estée Lauder Cos and IFF.

Like the first scent, Verbena is built around one raw material,” said Loren. “This species of verbena has a dewy green note which complements verbena’s lemony smell — and this species is also very conducive to large and sustainable crops, which will support the local community in Togo, where it is being sourced from.

Prices: 1 oz. for $45, 1.7 oz. for $65, and 3.4 oz. for $85. The packaging is 100% recyclable.


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