Parlux is launching Gold Rush Man Paris Hilton this month — marking the 21st fragrance from the Paris Hilton franchise.

The Oriental-Fruity fragrance was created by Harry Fremont, master perfumer at Firmenich. It opens bergamot, juicy mandarin, and spicy cardamom, followed by mid-notes of aromatic lavender, warm sage, and geranium. The scent ends with dry, smoky Tonka Wood, which leads to an earthy amber base and creamy vanilla.

The bottle is a custom design, meant to reflect “a masculine interpretation of old Hollywood glamour.”

The ad campaign, shown above, is by photographer Victor Demarchelier.