The Firework hitmaker is currently the most-followed celebrity on the microblogging site, with 72.9 million fans, and bosses at Coty Inc., the company behind the singer's fragrance collection, are hoping to cash in on her online popularity by unveiling a new purchasing program to allow customers to buy her latest scent, Mad Potion, with the click of a button on Twitter.

They have set up a new account under the handle @KatyPerryPopUp, through which fans can purchase the perfume, which is not yet available in stores, using Twitter's Buy Now link. Devotees will also be given access to exclusive content from the star.

Emily Bond, vice president of global marketing at Coty, tells WWD.com, "In working with Katy, we wanted to try something completely different for the launch of her latest fragrance.

"Given her immense popularity on Twitter, we thought it would be the ideal channel to create a pop-up shop that will let her fans not only interact with her but also purchase the fragrance directly."