MILAN — If one considers perfume counters as miniature museums, executives at Eurocosmesi here think they have been lacking an important work of art: A new fragrance branded by Yugoslavian-born fashion designer Mila Schön, whose affinity with artists such as Lucio Fontana and Gustav Klimt has transferred over to the new fragrance.

Billed as "Seduction Art," the new Mila Schön women’s eau de toilette, called Mila Schön, will bow in Italian and Mideastern perfumeries at the end of October. Distribution will continue in Europe and the Far East in the first quarter of 2003, followed by a worldwide rollout. Antimo Marino, Eurocosmesi’s marketing manager, expects Mila Schön to bring in $2.45 million in its first year of sales, excluding Japan. Figures are converted from the euro at current exchange rates.

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