Isn’t it easy to find yourself lusting over the latest lipstick, bag, pair of jeans or scent? I think for many of us, the answer is all too easy. That’s why it’s refreshing when, as a consumer, you are given the option of combining the thrill of a new purchase with the joy of an honest social conscience. Luckily for all of us, DKNY’s latest fragrance, pureDNKY a drop of Verbena, does just that. For your feel-good fix of the day, read on to find out how pureDKNY is raising awareness of global poverty through their partnership with CARE’s Access Africa Program (I promise it’ll leave you with a warm heart on this chilly autumn day!)
DKNY is well known on the global fashion stage as the complimentary street-side component of luxe design house, Donna Karan. Their foray into fragrances was only natural after the brand expanded to include ready-to-wear, eyewear, shoes and accessories. DKNY fragrances include three major scents; Be Delicious, DKNY Classic and pureDKNY. pureDKNY A drop of Vanilla was a hit when it was first introduced as a look good, feel good, do good scent. A sweet drop of vanilla gave this fragrance a warm and clean finish and it found its way into the hearts (and perfume wardrobes) of many – including my own!
Now, the latest addition to the DKNY fragrance family is pureDKNY A drop of Verbena (shown above) which sources Verbena Basil as its key ingredient, from Togo, Africa. Verbena has a long history of being used in fragrances, even though it is a variety of herb. But this herb is nothing common – you won’t find it in your garden’s veggie patch! Rather, the exotic Verbena Basil houses a lovely lemony, citrus quality, which adds a fresh and bright note to the floral scent for a pure and calming effect.
pureDKNY a drop of Verbena as featured in this month's Harper's Bazaar
But how does the inclusion of this special herb actually help? That’s where CARE comes in. CARE are a leading humanitarian organisation whose chief aim is to help lift women out of global poverty. They first teamed up with DKNY in 2010 and now the launch of the new pureDKNY a drop of Verbena fragrance sees the continuation of this advantageous partnership. By purchasing Verbena from local farmers in Togo - the majority of whom are women- DKNY is contentiously enabling the long-term production of the herb, thus helping to obtain a secure financial future for a significant number of women in the area.
“A drop of Verbena, sourced from Africa, a drop of goodwill. Defending dignity, fighting poverty. Help make a difference, pure and simple”.
‘PureDKNY is creating a movement, not just a donation’, notes Veronique Gabai-Pinksy, President of Aramis and Designer Fragrances, and we couldn’t agree more. It is refreshing to find a global fashion brand undertaking real efforts to make a difference, right from the inception of a product, rather than just choosing to donate proceeds. In partnering with CARE, pureDKNY are allowing their customers to contribute to a worthy cause through their own beauty choices.
Wear pureDKNY a drop of Verbana as a fragrant sign of your endorsement of CARE and their efforts to lift women out of poverty. Afterall, as CARE has always advocated - help a woman earn and you help her empowerment - and that is certainly an empowering idea for everyone involved!
pureDKNY a drop of Verbena launched on the 9th of April and is now available at Myer, David Jones and The Perfume Connection nationally. Tune in to our facebook page this Friday for more ‘fab’ and exciting pureDKNY Verbena news…
Bella beauties, did you love your sample of pureDKNY a drop of Verbena in this month's April box? Don't you love this fantastic initiaive by DKNY to partner with CARE for the global good of women? - Lauren