By and  on March 19, 2008

PARIS — In a bid to raise its game in the men's category within mass market channels, L'Oréal France will introduce a line of fragrances with French activewear brand Airness next month.

Through a licensing deal, which was signed at the end of 2007, L'Oréal aims to become the leader in the men's eaux de toilette and deodorant categories, in the mass market, in which it ranked fourth and second, respectively, in 2007, according to Information Resources Inc.

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