PARIS — With its new women’s fragrance this fall, Balmya, Parfums Balmain is plotting a youthquake.

"We want to show women that Balmain can be young and modern," explained Delphine Palatin, marketing manager at Parfums Balmain. She added that this strategy is in line with the direction of its ready-to-wear division, which has had a new designer — Laurent Mercier — since December 2001.

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