By  on July 27, 2007

MILAN — Italian fashion brand Replay has signed a fragrance agreement with P&G Prestige Products.

The license adds to P&G Prestige Products' youth-orientated brand stable, after it inked a fragrance deal with Christina Aguilera in October.

In a telephone interview with WWD, Heike Hinden­lang, global marketing director for P&G Prestige Products, said, "We have cleaned up our portfolio in the past 12 months and our objective is to focus on young customers, and that's where Replay is a perfect fit."

The fragrance license is the first for the 29-year-old Replay brand, which started as a denim label.

"We wanted to grow in new categories after having successful licenses for eyewear and footwear," said Marco Bortoletti, chief executive officer of Fashion Box Group, which owns the Replay brand. "Fragrances represent a key license for us. A fragrance embodies the core values of a brand in a deep emotional way and is an indispensable accessory for today's young consumers."

Hindenlang wouldn't discuss the financial details of the licensing deal, or reveal the first fragrance's launch date, but confirmed that men's and women's Replay fragrances would be launched, to reflect the brand's clothing lines.

Hindenlang also said Replay's fragrance distribution strategy would differ from other high-end Italian fashion brands' fragrance licenses in P&G Prestige Products' portfolio, including Valentino and Gucci. "It will be different. Young consumers shop in other locations, so it will be a more accessible distribution plan," said Hindenlang.

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