The world will find out on May 16th, when the multi-hyphenated heiress launches her signature fragrance, Paris Hilton. She was going to go with Madrid Red Roof Inn, but that didn’t sound quite right.

The 24-year-old heiress will play hostess at Il Bottaccio, a posh venue housed in a 19th century French Renaissance building overlooking Buckingham Palace Gardens.

“I wanted to create a fragrance that was sweet and sexy,” says Hilton in a statement. “I created the scent a few years ago and it contains all the things I love … flowers, fruit plus a special, sensual ingredient: pheromone.”

There’s no word about whether these pheromones will mimic the purported power of men’s scents such as Axe and Tag and render the wearer irresistible. Paris does describe her fragrance as “magical” though.

“It is the last thing I put on before I step out to party — it’s a signature, a style statement, it’s memorable,” she adds. “My sister and my friends love it too.”

The fragrance was originally supposed to be launched back in February. The original blend of lavender, greed and chihuahua feces just wasn’t working.

Paris Raises a Stink in London [Zap2it]