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After acquiring the global license over a year ago, Parlux Fragrances Inc. is gearing up to launch its first Jessica Simpson fragrance called Fancy Jessica Simpson this fall.
This story first appeared in the July 18, 2008 issue of WWD. Subscribe Today.
As an experienced veteran in the beauty industry, the singer-actress has multiple beauty deals including a clip-in hair extension line with Ken Pavés, called Hair U Wear, and a bath and body care line called Dessert. On the fashion front, Simpson also has several lines including swimwear, shoes, handbags, intimate apparel, outerwear, eyewear and jewelry.
“Jessica is already established as an entrepreneur and designer so this will just add to her other businesses,” said Neil Katz, chairman and chief executive officer of Parlux.
With a three-year-old shoe business bringing in about $250 million in retail sales, Camuto Group, which holds the master license for the Simpson brand, is hoping to grow her licensing businesses into a billion dollar franchise, said Katz.
Created by Parlux Fragrances Inc. in conjunction with Camuto Group, Fancy Jessica Simpson is a floral oriental fragrance. Launching in August, the fragrance will be available at Macy’s, Dillard’s, Belk and Bon-Ton, in addition to other department stores in the U.S. and Canada. The fragrance will be available in two sizes — $59 for a 3.4-oz. eau de parfum and $49 for 1.7 oz. The fragrance will later roll out to Mexico, Puerto Rico and the Caribbean, followed by a global rollout at the end of the year.
Although executives wouldn’t comment, industry sources estimated that Fancy could generate $35 million in first-year wholesale sales worldwide, with $20 million raised in the U.S.
Created by Alexis Dadier of Mane, the fragrance is composed of top notes of pear, apricot nectar and red fruits; middle notes of gardenia, jasmine, toasted almonds and caramel, and bottom notes of sandalwood, vanilla crème and amber crystals.
According to Kathleen Galvin, Parlux Fragrances’ vice president of marketing, Simpson wanted something that had a retro vintage look and had a romantic and feminine scent.
“She wanted something that was girly and fit well on a vanity and boudoir,” said Galvin.
The fragrance is aimed at women between the ages of 15 and 35.
“The fragrance allows people to get into the category and introduces them to the Jessica Simpson brand,” said Katz.
Fancy Jessica Simpson will be supported by a print ad campaign that will start breaking in September editions of about 10 magazines, including Vogue, Harper’s Bazaar, Cosmopolitan and Glamour. Fancy Jessica Simpson is set to be included in a Macy’s holiday television ad campaign, which will launch in October.
Sampling and in-store events will be part of the promotions. In conjunction with the release of her new album, “Do You Know?” in September, the company also will do a promotion with Sony.