Fashion changes over time and so does perfume, however, spending a fortune on contemporary trending items is impractical and ludicrous. The fanciful illusion of the “IT” icon is so tempting to the consumers who are blind-folded by the material culture of today society. In fact, it is nothing but chasing rainbows. Similarly, the value of a certain perfume does not depend on the date it is realesed but the on the person who wears it. Launched in 2010, the Pure DKNY has been the statement for not only women revolution in Uganda but also the sustainability of the mother Earth.