Hilton hotel heiress Paris presented her “Paris Hilton” fragrance last weekend. The perfume wasn’t supposed to hit the shelves until 2005 but bosses at Parlux Fragrances decided to hurry up and hasten the launch of the product due to the increased media attention focused on Paris’ persona.

“We had planned to launch Paris Hilton’s perfume early next year but we pushed it up because Paris is such a big name right now,” revealed a spokesman, according to Hellomagazine.com.

23-year-old Ms. Hilton, who appeared at a Robinsons May department store in Brea, California on Sunday in a scarlet outfit, claims the eponymous perfume includes a “secret” ingredient that will enhance the wearer’s allure.