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 and Ireland on 12 November.
The campaign is supported by out-of-home activity that runs until the end of November, which is concentrated in key shopping destinations.
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 and this will be one of the most exciting launches of 2010.”