Sun newspaper launches perfume

Britain's tabloid Sun newspaper launched its own celebrity perfume on Monday to provide readers with the scent of showbiz.

Buzz, marketed as the "essence of pure entertainment" was created in collaboration with parfumier Roja Dove, who strove to mix the style of TV's Sarah-Jessica Parker, the charisma of film siren Sophia Loren, the intoxicating sass of actor/singer Beyonce Knowles and the girl-next-door charm of Cheryl Cole.

Dove told Reuters that what he loves about the perfume is its hoped-for universal appeal to princesses and paupers looking for that Hollywood red carpet feeling.

"And that's what I hope my scent will do, make every woman feel that she's as glamorous as the people she sees on the television, on the pages of the newspaper," he said.

Dove was the first non-Guerlain family member to be made 'Professeur de Parfums' and has served as resident parfumier of the luxury London department store Harrods. He opened his own business - The Roja Dove Haute Parfumerie - in 2004.

Dove said that collaborating with the Sun was an unusual step, for someone who creates bespoke fragrances for individual clients. He said he was surprised when he was asked to create a scent for a popular newspaper and has tried to make a scent which appeals to those familiar with his work and those not.

"I think one of the things that will surprise people when they smell it, it's not how they would imagine it to be but for anybody who knows me, it's exactly how they imagine it will be, so it's not dumbed down," he said.

Buzz Eau de Parfum opens with a blend of bright, breezy citrus notes where Bergamot reigns supreme, before leading directly to a sensual heart of Jasmine and Ylang Ylang which capture the glamour of the Oscars, BAFTAs, opening nights and debuts, before revealing a soft layering base of Vanilla and Sandalwood, that enhance all sensations of pleasure, evocative of a red-carpet moment, a statement on the perfume said.

Buzz eau de parfum will cost 59 pounds (NZ$126) per 50ml and be sold from September onwards at the Roja Dove Haute Parfumerie on the fifth floor of Harrods.

Reaction to the perfume on the streets of the British capital was mixed.

A young man who gave his name only as Jamel said the perfume reminded him of his grandmother, while a woman named Kani in her 30s said it was possibly for a teenager. Two elderly ladies called it fresh, calming and very pleasant.

A Frenchman, named Adam from Paris said it smelled nice, but did not remind him of the red carpet, while Deborah from London said:

"The Sun newspaper is making perfume? I think they should stick to journalism."

- Reuters