By  on June 22, 2009

Paris Hilton is playing seductress with her newest scent, called Siren, and licensee Parlux Fragrances Inc. is hoping the hotel heiress’ act is one that consumers haven’t tired of.

Due out next month, Siren marks the sixth women’s scent in the Paris Hilton fragrance franchise, whose annual worldwide retail sales are estimated to be about $200 million. Executives declined to discuss sales figures or advertising spends for Siren, but industry sources indicate the company is aiming for a wholesale volume of roughly $20 million for the first year.

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