By and  on April 24, 2009

Benefit Cosmetics believes its latest fragrance endeavor is hot property.

With Crescent Row, a trio of scents modeled after three fictional characters and their neighboring apartments, the LVMH Moët Hennessy Louis Vuitton-owned brand aims to build a portfolio of new fragrances, which industry sources estimate will generate $20 million in first-year retail sales.

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