The BCBG Max Azria Group is building a fragrance franchise.
A little more than a year after launching its signature fragrance with New Wave Fragrances LLC, BCBG is back with another fragrance, BCBG Max Azria Bon Chic, with new licensee Elizabeth Arden to solidify its role as a serious fragrance player. Rolling out to Dillard’s and BCBG stores in September, Bon Chic, which means “good style” in French and is what the first two letters in BCBG stand for, is priced at $55 for a 1.7-oz. eau de parfum and $75 for a 3.4-oz. edp.
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