Paris Hilton Update: Reality TV Hit, India Visit, River Viiperi, Beach Club

Paris Hilton. We can tell she’s growing up, because the tabloids aren’t paying any attention to her. Remember, the only time Paris seemed to get any rabid attention was when she was doing something wrong: getting a DUI, or frolicking around having near sex in public, or showing nothing under her skirt while hanging with the equally exhibitionist Brittany Spears.

Paris Hilton’s relatively quiet now, and the news is she didn’t get married to Cy Waits – the man she gave David Letterman a hint that she would be with as wife and husband in March of 2011, when she turned 30 and said she wanted to have kids “someday”:

But the problem is Paris’ own lifestyle got in the way of her relationship with Cy, and he really went through a lot with her, from being arrested to being depicted as a jealous boyfriend on her TV show The World According To Paris, to buying her a high-end Lexus. They split in July of 2011, even though she said “this is for real. I’m really happy.”

But that didn’t show with Good Morning America that year, when she waled out of this interview:

On the personal view, still, Paris didn’t waste time picking up with another man, and providing some background to the view Cy offered that he wanted someone with the same “ethics” and that he could “trust.” That man was Hangover director Todd Phillips.

But that didn’t last longer than a tabloid entry to two before Hilton took up with Afrojack, then soccer star Mario Balotelli (the first black guy she’s noted to have been with), and then a guy named River Viiperi.

It should be noted that both River Viiperi and Mario Balotelli are 21 years old where Paris Hilton’s 32. Nothing wrong with dating someone younger, but there does seem to be a new pattern, where Paris’ previous boyfriends were around her age. Currently, it looks like Paris is trying to rediscover her early 20s, because the guy she picked out is quick to use his fists in at least one jealous fit of rage.

Last year in October in Las Vegas, River Viiperi was arrested for punching a man who’s girlfriend was seen making out with Paris at the nightclub XS at Encore.

Paris, who’s used to drama, didn’t dump the young man; in fact, they’re still together. But then, it’s just January. If there’s such a thing as a May to December romance, this may be the December to May counterpart.

It’s just that Paris is showing more of a pattern of having fun than getting serious in a relationship.

Paris Hilton’s Business Is Going Well

While Paris Hilton may have her relationship issues, she’s certainly not challenged in her business. In December she made a trip to India to be a DJ – yes, a DJ – during India Resort Fashion Week. And she got the crowd going with Gangnum Style, which further solidifies that song’s place as a truly international hit. But that’s Paris Hilton just getting her name and face out there; her business is much more than that.

Paris has three businesses: Paris Hilton Entertainment,” “Paris Hilton Enterprises,” and Heiress Records. She has a footwear line and a clothing collection. In total, Paris says she’s made over $1.3 billion in six years to 2012.

She has said she has “35 stores and 17 product lines and then there’s my racing team, my 14 fragrances and my new project, the Paris Hilton Beach Club chain.”

What Paris is taking advantage of is her international name. While she may be a laughing stock to some in the United States, she’s gold to international real estate, hotel, and nightclub owners, who know that having her name attached to their properties means instant recognition.

This was certainly true with Century Properties in the Philippines and its project: the Azure Urban Resort Residences. One look at this video and you’ll see what Paris Hilton the brand looks like in the form of the Paris Hilton Beach Club chain:

It also gives some view as to why Paris was in India: again, her name has international reach and she’s worked it very well.

Reality TV Show A Hit

After some fits and starts, it looks like Ms. Hilton’s on a reality TV show without bad ratings. She was paid $300K to appear in Paradise Hotel, a Danish reality TV show that started in 2005, and is not without controversy for its boozing and sexing. But that’s reality TV.

And there’s Paris Hilton the business: every property she’s involved in is a direct result of the same hypermarketing effort some people make fun of. But anyone trying to build their own personal brand should take note of what Paris Hilton’s doing.

Seriously.