By  on January 11, 2008

Ralph Lauren is letting loose with his latest teen scent under the Ralph franchise, dubbed Ralph Wild. As the fifth edition in the portfolio, developed by L'Oréal USA, the "wild fruity" fragrance is set to launch in the middle of next month. It could generate up to $15 million at retail in its first year on counter, while the entire Ralph teen assortment could hit $35 million in U.S. retail sales.

When it came time to create the fifth fragrance in Ralph Lauren's Ralph teen franchise, executives at L'Oréal USA, Lauren's beauty licensee, decided it was time for the brand to let down its hair. The result is Ralph Wild.

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