The product, which hit US shelves this week, is launched at a time when the singer's profile is particularly high, following her marriage to comedian and TV presenter Russell Brand as well as an appearance on 'The X-Factor' last month to promote her new single 'Firework'.
Purr will be launched in the UK on 12 November in Selfridges. The department store will have an exclusive selling period of one week before the product is rolled out nationally to selected department stores and high-street pharmacists such as Debenhams and Superdrug.
The fragrances will be available initially in the first week in 15ml and 30ml bottles priced £19.99 and £29.99 respectively.
For the national roll-out, larger-sized bottles of 50ml and 100ml will be available priced £39.99 and £57.99. In addition there will also be a gift set priced £45.99, which will include a scented body lotion, bath and shower gel and perfume spray.
The launch is accompanied by a six-figure nationwide campaign targeting mothers and teenage girls, with media planned and bought by Twenty Twenty Media Vision.
Full-page ads will run in weekly women’s consumer titles including Closer, Heat, Reveal, OK! and Now until the middle of December.
The campaign is supported by out-of-home activity that runs until the end of November, which is concentrated in key shopping destinations in London, including Bond Street, Oxford Circus and Tottenham Court Road.
Purr by Katy Perry is being distributed in the UK by Jigsaw ESL, which also distributes Paris Hilton, Westlife, Storm and Katie Price branded fragrances. Jigsaw ESL created the images for the campaign in-house.
Kate Morris, sales and marketing director at Jigsaw ESL, said: "Katy Perry is hugely aspirational in the UK and this will be one of the most exciting launches of 2010."
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