By  on July 6, 2007

When Paris Hilton introduces her fourth fragrance in October, it will not be a routine launch. It will be a referendum on the popular notion that bad girls sell.

The new scent will hit counters at a time when memories of Hilton's 23-day jail sentence are still fresh, as are echoes of the media orgy that at times seemed to overshadow the Iraq war. Even the new scent's name is a vague reminder of the incident: Can Can Paris Hilton, although its intent is more Moulin Rouge than Sing Sing. Yet the deluge of bad press had no negative effect on her fragrance business with Parlux Fragrances Inc., according to Neil Katz, Parlux's chief executive officer and chairman. In fact, the opposite was the case. "Our business saw an overall increase of more than 30 percent from last year for the month of May," he said.

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