Hot Kiss to Unveil First Three Scents
LOS ANGELES — Pop princesses will have more options on perfume shelves this holiday season thanks to junior apparel company Hot Kiss Inc.'s first fragrances.

The fragrance collection, which is expected to include three scents, each retailing for around $35, will be produced by Demeter Fragrance Li­brary under a licensing agreement. It's the latest addition to Los Angeles-based Hot Kiss' burgeoning lifestyle offering. The company has put its name on everything — from eyewear to intimates to luggage — that a trendy teenager or young woman could possibly desire.

"We have become such a lifestyle that we wanted to complete that circle," said Moshe Tsabag, chief executive officer of Hot Kiss. "The thing that was the most natural to do was the fragrance."

He estimates the Hot Kiss scent collection will generate $4 million in sales volume during its first year.

David Horner, a principal and strategic planning consultant at Demeter, which is known for capturing familiar smells such as Play-Doh and Ginger Cookies, said he is taking a fashion approach to Hot Kiss perfume.

"The thrust of our fragrance creation is: You don't wear last year's clothes, why wear last year's fragrance," he said. He is still working on the precise formulation of the scents.

The Hot Kiss perfume bottle is also being fine-tuned, but Horner described the look as "fashionista." Tsabag envisions the packaging to be thin and tall, perhaps 6 inches, with a cap shaped like lips. "It is sleek and narrow, very sexy-looking. Not a very bulky thing," he said.

Horner is investigating several tactics to get the Hot Kiss fragrance into the hands of consumers. Some probabilities: putting the scent on hangtags or in Hot Kiss shoe boxes. One likely maneuver is pairing a small tester with a larger bottle so customers can carry a small amount in their purses and share the scent with friends.

Horner anticipates that retail distribution will be strong in apparel specialty stores, where Hot Kiss already has a significant presence, with department stores playing a secondary role. With the right specialty store deal, he projected that Hot Kiss' fragrance collection could rapidly be available in 1,000 doors."I don't think my customer goes to the traditional department stores," Horner said. "Department stores aren't any longer a destination for young, beauty-savvy people."
— By Rachel Brown

N.Y. Doctor Files Suit Against Arden
NEW YORK — Elizabeth Arden was hit with a $10 million false endorsement lawsuit last week over advertising for its Prevage products.

Elizabeth Arden declined to comment on the lawsuit.

Amy B. Lewis, a New York physician practicing cosmetic medicine and dermatology, filed a lawsuit in federal court in Manhattan against Arden for allegedly using her name to endorse its Prevage skin care products without her permission. Lewis' complaint includes allegations of false endorsement, false advertising, dilution of trademark, invasion of privacy and fraud. She is asking for a minimum of $10 million in damages.

According to court documents, Arden asked Lewis to provide a quote about the antioxidant in the Prevage line for use in internal marketing materials and in-store materials distributed to Saks Fifth Avenue here last fall. Lewis alleged that she was not told that her opinion would "be featured in a marketing campaign suggesting a professional endorsement of Arden's Prevage skin care product." Lewis' statement has appeared in an international marketing campaign that included newspapers, magazines, the Internet, in-store circulars and displays, according to the complaint.
— Liza Casabona

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