By  on September 26, 2008

Paris Hilton is launching her fifth women’s fragrance, called Fairy Dust, and her licensee, Parlux Fragrances Inc., hopes the tabloid princess will add a pinch of magic to the business.

Executives declined to discuss figures, but industry sources indicate that the company is shooting for a wholesale volume of $20 million for the first year, reportedly backed by a promotional and advertising war chest of $6 million to $7 million. The ad budget, amounting to $3 million to $4 million alone, will be funneled mostly into fashion magazines, with scented strips. The ad was photographed by Mark Liddell.

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