Monday, July 5, 2010

DKNY Supports Eco-Friendly Beauty with PureDKNY

A feeling of peace, a moment to escape from everyday worries, time out for the things that are closest to our hearts: love, joy, comfort. These sentiments are the foundation of DKNY's new fragrance pureDKNY.

DKNY Fragrances is taking small steps toward responsible practices in fragrance, and their new scent is one example of that - scent with a conscience.

Classified as a soft floral it is the drop of vanilla grown in Uganda that envelopes the fragrance as its signature ingredient. Through a partnership with CARE, a leading humanitarian organization fighting global poverty, pureDKNY is supporting a 15-month project that will reach 1,650 vanilla farmers, approximately 60% women, in rural communities in Uganda's south-western Mukono district.

The eco-friendly pureDKNY packaging communicates its message in both style and substance. Inspired by the shape of a raindrop, the minimalist clear glass bottle is 100% recyclable. The fragrance's box/carton is made from Certified Forest Paper and wrapped in Nature Flex, a certified biodegradable and compostable material made from tree pulp.

What DKNY would like us to breathe in with its new scent creation is that pureDKNY is more than a fragrance, it's a lifestyle, a state of mind, a way of being and living respnsibly. It's about respecting nature and taking simple, yet meaningful actions to make a difference. pureDKNY celebrates the beauty of caring - for ourselves, for others and for the world we live in. Elevating the message a step higher, DKNY chose supermodel and ambassador of sustainable living Angela Lindvall for the pureDKNY ad campaign.

This is a truly beautiful fragrance, a balanced blending of floral with subtle touches of vanilla, amber and wood. It features a "dew-drop petal accord" of lotus flower and bulgarian rose, which harmonize with the floral heart of transparent jasmine, freesia and lush orchid. The base envelops you in warmth with white amber, creamy sandalwood (you can really smell this ... delightful) and a drop of pure Ugandan vanilla in water. Simply beautiful.

Available in 1 oz, 1.7 oz and 3.4 oz recyclable raindrop glass bottles, pureDKNY is available through DKNY fragrances. Visit them at


  1. cool! is this available in Asia?

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