Shilpa Shetty launches her perfume S2 in London

A swanky central London hotel was the venue handpicked for the high profile launch of Shilpa Shetty's new perfume, titled S2.

The media attention which cramped the chambers of a dimly lit room, decorated with oyster seats, a pink tinge reflecting the glow from the oversized image of Shilpa with her new signature motif covered the rear of the chamber and the front. Press sauntered around the room sipping mocktails and cocktails browsing through their press packs which included a sample bottle of the new fragrance. As interactive media set up, Raj Kundra, the man who has helped bring the perfume to retailers, beamed with joy as he spoke about why this was a momentous occasion for the perfume and entertainment industry.

As Shilpa entered the room was eclipsed by flashbulbs as she took to the podium to introduce her new fragrance. "Of all the five senses, smell is one of the most intriguing," she said. Unlike sight, taste and sound it’s the one that arrives like a surprise and encompasses you sending signals throughout your body conjuring feelings and a reaction that’s unforgettable."

"A scent should live up to its name, appear from nowhere and leave you breathless. You could be in a busy street, be on your way to work in a train or in the office and someone passes you and their scent lingers with you for a moment and in a surreal way, two strangers connect. One for leaving the trail of their scent, the other because by the time they turn to see what’s hit their senses it may be gone."

"That's the magic, mystique and intriguing factor of a scent. And the scent of a woman should be one that's in tune with her nature." "This is my reason for launching S2 – a new fragrance that has a citrus and jasmine tinge to give a fresh yet earthy feel with an ethnic twist. This fusion represents very much where I am today: on a global stage with my feet firmly on Indian soil."

The fragrance has been created by one of the oldest French perfumers, Robertet, and each ingredient hand-picked by Shilpa with each keynote having an individual importance to her. It is a kaleidoscope of rich florals with a fruity zest including the scent of Mandarin, Bergamot, Peach, Jasmine and Sandalwood among others. The fragrance releases across the UK at most high-street retailers from July.