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Hanky Panky Launches First Fragrance

The scent, Hanky Panky Eau de Parfum, will launch later this month.

There’s a little Hanky Panky going on in the fragrance world.

Later this month, Hanky Panky Intimates will launch its first fragrance, called Hanky Panky Eau de Parfum. But don’t expect it to smell like one of the brand’s signature low-rise thongs.

Instead, the juice, which was created in cooperation with Symrise, has top notes of bergamot, cassis, lily of the valley and neroli; a heart of rose de mai, jasmine, gardenia petal and hedione, and a base of skin musk, white cedar and soft vetiver.

A 1.7-oz spray will retail for $70, while a 0.20-oz. rollerball will sell for $26. Thongs, the item for which Hanky Panky is best known, each come with an average price tag of about $23.

The clear glass bottle features a lace design on the back panel.

“We thought that fragrance was a natural extension of intimates, because to smell it you have to be close to a person and you use it daily,” said Gale Epstein, who owns Hanky Panky Intimates with Lida Orzeck. “We wanted something comfortable, soft and pretty, something that would bring out your inner flirt.”

At launch, the scent will be sold in several hundred of the 2,000 specialty shops that sell Hanky Panky undergarments, said Epstein. “We believe a boutique display with our undergarments will best help lead our consumer to this fragrance,” she said. The scent will also be sold on, the brand’s Web site. Distribution is likely to expand later in the year, noted Epstein, who adds that the brand also plans a heavy sampling campaign with purchases made on its e-commerce site.

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While Epstein and Orzeck declined comment on sales projections, industry sources estimated that the scent would do about $3 million at retail in its first year on counter.