By  on May 22, 2007

Tocca Beauty hopes to add a bit of Elizabeth Taylor's aura in re-creating its Cleopatra candle scent into a perfume within its fragrance collection.

"Cleopatra has been our best-selling scent traditionally," said Gordon Finkelstein, Tocca Beauty's president. "It's a scent that our consumers have been waiting for, and we expect it to be our best-selling fragrance."

The Cleopatra scent will be Tocca's fourth fragrance.

Known for its apparel, Tocca entered the beauty category a decade ago with the Touch collection, which included a solid perfume, a dry hair and body oil and a laundry freshener, all inspired by the company's signature scented Touch candle. The success of the line spawned an eau de toilette a year later.

Five years ago, Tocca Beauty entered the bath and body category with a new shower gel and body cream, available in the Florence and Stella scents from its popular candle collections. In the fall, the company launched three eaux de parfum, including Stella and Florence, along with a reformulated Touch.

Launching next month, Cleopatra, a light oriental scent, will retail at $68 for a 1-oz. eau de parfum. The fragrance contains top notes of grapefruit, greens and cassis bud; middle notes of white jasmine, peach nectar and tuberose, and bottom notes of warm patchouli, golden amber and vanilla musk.

"The scent is inspired by old-world tradition, but appeals to a modern, sophisticated woman," said Silke Steinberg, Tocca's vice president of sales and marketing. "It's a powerful scent that represents a seductress with a sparkling personality, inspired by an historic person and the iconic movie star Elizabeth Taylor."

Cleopatra will be available nationwide in Barneys New York, Sephora, Saks Fifth Avenue, Bergdorf Goodman, C.O. Bigelow and Blue Mercury. By yearend, Cleopatra will be available in all Sephora stores. Tocca's products are sold in about 250 doors across 10 countries, including the 110 doors in the U.S.

Finkelstein expects the fine fragrance division to generate 35 percent of Tocca Beauty's business over the next three years. As a $5 million beauty brand, Tocca Beauty represents roughly 20 percent of Tocca's overall business.

"With our fine fragrance initiatives, we expect that we will grow at a rate of 50 percent a year," said Finkelstein, adding that Tocca Beauty is the fastest-growing division within the company.Industry sources expect Cleopatra to generate about $1 million in first-year retail sales.

The company plans to expand the fragrance, candle and bath and body collections in the coming years. In the fall, Tocca will introduce a Stella-scented body scrub, along with two additional fragrances early next year. To celebrate its 10th anniversary this fall, the company also plans to introduce three candles and a matchbox, packaged in a leather gift box.

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