By  on August 20, 2010

Tommy Hilfiger’s latest fragrance masterbrand, Loud, is an obvious departure for the designer’s 15-year-old beauty franchise — and one that could yield a payday of as much as $100 million in retail sales globally in the first year it is on counter.

Unlike earlier releases — most of which have featured all-American positioning and blonde, blue-eyed, rosy-cheeked models — Loud’s m.o. is decidedly downtown, as in the Palladium in the late Eighties. Built around a music proposition and aimed at Gen-Y users, the scent duo will be released in October in Europe and in the U.S. in the spring.

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