Neil Katz, the former CEO of fragrance company Parlux has announced the first licensing agreement for his newly formed fragrance company, Omni Scents.
The company has secured the licensing deal for The Miss Universe Organization, which will see the launch of three new fragrances inspired by the Miss Universe, Miss USA and Miss Teen USA brand names during the course of 2013.
The announcement coincides with the celebration of 60 years of Miss Universe, and the company says that the new fragrances should sever to extend the reach of this iconic brand to form a category that is connected to what the company deems to be 'modern perceptions of beauty'.
Using fragrance to Extend the Miss Universe brand
"Around the world the Miss Universe logo and brand symbolize confidently beautiful women, so it is a natural extension of the brand's identity to introduce fragrance,” said Paula Shugart, Miss Universe Organization president.
“Our partnership with Omni Scents will empower us to continue to build a lifestyle brand reflective of who we are."
Katz said of the Miss Universe license agreement that the new fragrance launches would aim to capture the essence of the three pageants, underlining their “feminine allure and aspirational glamour”.
Omni Scents takes fragrance licensing in a new direction
With the formation of Omni Scents Katz is aiming to take the company in a different direction, focusing more on life style brands, as opposed to securing celebrity license agreements, which was the focus of the Parlux business.
During his time at Parlux Katz steered the company towards securing big licensing agreements with A list stars such as Paris Hilton, Jessica Simpson and Queen Latifah – many of which have gone on to become some of the top selling fragrances of all time.
Omni Scents is based in Fort Lauderdale, Florida, and will be aiming to build up a portfolio of fragrance licenses that will be distributed through through independent distribution companies and duty-free operators to department stores, perfumeries, specialty retailers, mass-market retailers, domestic and international wholesalers and distributors.