Parlux launches Paris Hilton fragrance in Europe
fragrance in Europe. The fragrance is being launched tomorrow in
France and at the beginning of next week in the UK, following its
big success in the US, and is a sign of the continuing strength of
fragrance sponsorship on a global basis reports Simon
Pitman.
Parlux says that Sephora, a subsidiary of LVMH, will be stocking the fragrance in its French stores, while in the UK department store Debenhams will be the sole retailer. Hilton will make personal appearances at the launch parties and at a selected store location in Paris and London.
The strategic decision to launch the product onto these two markets undoubtedly relates to their position and sheer size. The fact that expenditure on cosmetics and personal care is the highest in Europe in France and that the UK market is deemed to be the most receptive in terms of new product launches invariably makes these two markets prime targest to showcase products that have already been launched in the US.
Ilia Lekach, Chairman and CEO of Parlux said, "The excitement surrounding the international rollout of our Paris Hilton fragrance has exceeded expectations. The demand for the product has been invigorating for our existing distributors and has allowed us to add new distributors in areas previously not covered."
Paris Hilton, daughter of renowned hotel tycoon Rick Hilton, has become hot property in the fashion world. She has sprung to fame as a socialite, model and tv presenter, where her provocative style has won her notoriety and won her numerous fans.
Parlux says that its associations with Paris Hilton has done much to strengthen its brand image, with the soft launch in the US last Autumn exceeding all expectations. Initially the fragrance was mooted for launch in 250 to 500 stores. That number was then quickly upped to 1,000 stores as the fragrance rolled off the shelves in record numbers, positively impacting financial results.
The company has also announced that its launch of the Guess women's fragrance is on schedule for a July introduction to stores in the US.
David Schwanz, vice president of Domestic Sales for Parlux, said, "The response to our recent presentations of the Guess women's fragrance to the US department store market has been received with great expectation. The Guess women's fragrance launch will be the first major launch for the Fall season in US department stores. Guess women's fragrance will be shipping July 1 to 2,000-2,200 doors, including all Macy's, Filenes, Hechts, Foleys, Robinsons, Famous Barr, Marshall Fields and Belks, as well as other high-end department stores."
Schwanz added, "The fragrance will also be initially launched in approximately 90 of GUESS? own retail stores in North America."
At the beginning of this month the company reported that its yearly revenue for the year ending 31 March 2005, is expected to exceed $100 million of the first time ever, an increase of over 26 per cent compared to the previous year.
The company also said that the Paris Hilton fragrance has been one of its most successful new launches to date, a fact that has spurring the company on to signing a separate deal to manufacture Paris Hilton wrist watches.
Parlux has built its fragrance business from lucrative sponsorship deals with high profile media celebrities as well as brand names. These include Perry Ellis, Guess, Ocean Pacific, Maria Sharapova, Andy Roddick, and Fred Hayman Beverly Hills.
