Newly single Dubai princess launches perfume called 'Divorce'
The Dubai princess who divorced her husband over Instagram has returned to the social media platform to announce the launch of a perfume called “Divorce”.
Princess Mahra bint Mohammed bin Rashid Al Maktoum, daughter of Dubai ruler and UAE Prime Minister Mohammed bin Rashid Al Maktoum, has posted four pictures of herself holding the perfume bottle in the last two days.
This followed a “coming soon” post five days ago for her perfume brand, called Mahra M1, and a subsequent post featuring the black matte perfume bottle, which has the name “Divorce” written in white on the front.
The first look at the scent featured a dramatic array of visuals, including a black panther, black roses and breaking glass.
The scent of “Divorce” - what perfumiers call its “notes” - has not yet been revealed. Some have suggested it smells like freedom. The scent’s black bottle and design recalls Kim Kardashian’s perfume.
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Princess Mahra made headlines worldwide when she abruptly announced her divorce from husband Mana al-Maktoum via social media.
In an Instagram post, she wrote: “Dear Husband, As you are occupied with other companions, I hereby declare our divorce. I divorce, I divorce you, and I divorce you. Take care. Your ex-wife.“
The repetition appeared to be a reference to an Islamic practice in which a man can divorce a woman by stating the intention verbally three times.
The princess, whose baby daughter was born in May, deleted all pictures of her husband from her Instagram account.
Three weeks ago, she posted a message of appreciation to her father alongside a picture of them embracing.
“Dear father, thank you for your support. Thank you for your love,” she wrote. “Thank you for marking an era that justifies that there is justice for everyone. My respect and love, Mahra.”
Since then, she has moved into campaign mode, launching her Mahra M1 perfume brand alongside “Divorce”.
She has been pictured holding the fragrance in a white pantsuit and a silver mirror work dress, to debut what Vogue Arabia described as a “bold new look that sees her golden brown locks transformed into sleek black tresses”.
Hollywood actress Elizabeth Taylor, who also went through her own high profile divorce to actor Richard Burton, is generally credited with inventing the “celebrity perfume” franchise in 1987, when she launched her fragrance, “Passion”.
It was big business for Taylor. When she died, she left an estimated $1bn fortune, much of which came from her scent empire.
Other celebrities have profited similarly. Kardashian sold $10m worth of perfume in one day, while the perfume offering from boyband One Direction outsold the iconic Chanel No 5 when it was launched.
Between 2010 and 2013, global sales of Beyonce’s “Heat” sailed beyond $400m, while Jennifer Lopez made $300m from her fragrance “Glow” in one year.
It remains to be seen if newly-independent Princess Mahra will have similar success.
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