By  on July 22, 2011

A successful fragrance is a critical element of a well-rounded lifestyle brand — and it’s something that the BCBG Max Azria Group has been missing. The new BCBG Max Azria fragrance could change that.

Launching Aug. 1, the women’s fragrance is the result of a licensing deal struck last year between the Vernon, Calif.-based clothing wholesaler and retailer, and Fort Lauderdale, Fla.-based New Wave Fragrances LLC, the manufacturer and marketer known for the Ed Hardy, True Religion and Christian Audigier fragrances. Priced at $55 for a 1.7-oz. eau de parfum and $75 for a 3.4-oz. edp, the fragrance marks a return by the BCBG Max Azria Group to putting serious muscle behind its scent franchise that had atrophied since its agreement with former fragrance licensee Unilever Cosmetics expired in 2005.

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