PUREdkny Verbena Global Launch

GRASSE, France, Sept. 16, 2011 /PRNewswire/ -- PUREdkny announces its continuation of its partnership with CARE - a leading humanitarian organization to help lift women out of global poverty.  In honor of the launch of PUREdkny's new scent: Verbena, DKNY will make a donation to support CARE's continent-wide Access Africa program providing resources to help even more women escape poverty.

(Photo:  http://photos.prnewswire.com/prnh/20110916/NY69939 )

The PUREdkny and CARE partnership began in 2010 with the launch of PUREdkny Vanilla. Together they helped educate the Ugandan vanilla farmers through Village Savings & Loan Associations (VSLA), CARE's savings-led microfinance program. CARE's experience has shown that when people in the world's poorest communities have access to basic financial services – including secure savings, credit, insurance, and other products – they can lift themselves out of poverty.  By purchasing its vanilla from local Ugandan vanilla farmers, the majority of which are women, PUREdkny has taken a step to help secure long-term vanilla production in Uganda.

"I traveled to Uganda to see firsthand the progress we have made," stated Angela Lindvall, global spokesperson for PUREdkny. "I met women like Nuella. As a member of the VSLA program, she was able to borrow the funds necessary to get healthcare for her children, protecting them against malaria. Another woman, Immaculate, can now send her children to school.  We are helping to change lives through this revolutionary fragrance."

"PUREdkny is creating a movement, not just a donation," notes Veronique Gabai-Pinsky, President Aramis and Designer Fragrances. CARE's Access Africa is helping establish Village Savings and Loans Associations in 39 African countries, with a goal of reaching 30 million people over the next decade. "By aligning with CARE we are trying to make a difference in this world with this scent.  We join CARE in its goal of reaching more women, children and men and educating them so they can break away from poverty."  

About PUREdkny - a drop of Verbena

The hybrid note which makes up PUREdkny Verbena, Verbena-Basil, as the species is known, is a delicate plant.  Although an herb, it has a sparkling citrus, lemon-like quality.  Verbena has been used in fragrances as well as infusions for centuries.  This particular species has the additional green crisp nuance of basil providing amazing freshness and brightness to the oil.  The fragrance has been crafted to accentuate the freshness of this raw material, balanced within a sophisticated light floral structure and supported with natural depth.  The end result is a sparkling, wet fresh scent which personifies the PUREdkny brand.

More than a fragrance, through DKNY's partnership with CARE, PUREdkny is helping to make an impact on improving the financial future for women, one drop at a time. By purchasing its Verbena from local farmers in Togo, the majority of whom are women, PUREdkny has taken a step to help secure long-term production of Verbena production in Togo.  Says Trudi Loren, Vice President of Corporate Fragrance Development Worldwide for the Estee Lauder Companies Inc, "A fragrance with a conscience allows us, in a small way, to empower women from another continent, and make a difference in this world through scent."

PUREdkny Verbena is packaged to reflect its pure and simple intent. The scent is housed in a crystal clear bottle inspired by a raindrop; made from 100 percent recyclable glass and topped with a cap made of 100 percent recyclable high quality aluminum. The outer packaging is constructed from Certified Forest Paper and printed with lower volatile organic compound (voc) inks, manufactured at wind-powered facilities. The carton is wrapped in NatureFlex™ film, derived from the renewable wood-pulp of managed plantations.

A drop of verbena, sourced from Africa, a drop of goodwill.  PUREdkny continues to support local communities and CARE's work.  Defending dignity, fighting poverty.  Help make a difference, pure and simple.

*All prices are suggested retail.

Available at fine department stores nationwide beginning September 2011.

About CARE's Access Africa

CARE's Access Africa program provides savings-led financial services to more people in Africa than any other non-governmental organization. Over the next 10 years, Access Africa will reach 30 million people in 39 African countries. CARE's Village Savings and Loan Associations are typically built by women living on less that $2 per day who collectively save pennies each week, then make small loans to each other to help finance small businesses and essential household expenses. CARE offers VSLA members one year of intensive training in managing money. Because VSLAs are self-contained and operated by their own members, they are sustainable and replicable in communities where traditional financial institutions cannot operate.

SOURCE Aramis and Designer Fragances

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