Hip-hop mogul Russell Simmons kicked off BET Awards week in L.A.  with a soiree at the W Hotel that brought out Courtney Love and actresses Rebecca Gayheart and Jeri Ryan, among others. In addition to benefiting the nonprofit organization Women for the World, the party launched Simmons' new fragrance, Phat Farm.

"The fragrance is not coming until Sept. 3, but I want to start talking about it," Simmons explained to AOL Music News.

One hundred percent of the proceeds will be earmarked for philanthropy, Simmons said, including 25 percent to Keep a Child Alive, the AIDS-in-Africa relief effort sponsored by pop stars including Alicia Keys, 50 Cent, Coldplay and others.