Parlux signs Paris Hilton up for cosmetics line

Related tags Paris hilton

Parlux Fragrances says it made an exclusive worldwide license
agreement to develop and market a line of cosmetics for Paris
Hilton, in a bid to further capitalize on the incredible brand
power already created by the fashionist and media figure,
reports Simon Pitman.

The company already manufacturers and distributes Paris Hilton fragrances, and recently signed two other agreements to manufacture and distribute Paris Hilton watches and handbags. And at the beginning of this month the company also announced the launch of the fragrance in Europe.

Parlux Chairman and CEO, Ilia Lekach, commented, "The demand for Paris Hilton fragrances has encouraged us to complement our fragrances with a line of Paris Hilton cosmetics. The addition of this line offers important synergies and has the support of our retailers and distributors."

With the consideration of further synergies in mind, Lekach added: "We are evaluating a potential joint-venture arrangement to provide manufacturing and distribution of the line in the United States."

Although Parlux did not release any details about what sort of products the cosmetics line would include, it is expected that it will be launched towards the end of the year, in time for the all-important holiday season.

Paris Hilton fragrance is marketed as a high fashion product, primarly to the 16-24 age category and the cosmetics line is expected to fall in line with this market focus.

Florida-based Parlux signed up Hilton to promote its fragrance brand in June of last year. By October the company was reporting that its success had already positively impacted its financial performance leading teh company to double the number of retail outlets where the fragrance is available in the US.

At the beginning of this month the company reported that its yearly revenue for the year ending 31 March 2005, is expected to exceed $100 million of the first time ever, an increase of over 26 per cent compared to the previous year.

The company also said that the Paris Hilton fragrance has been one of its most successful new launches to date, a fact that has spurred the company on to maximise exposure and the product portfolio of the brand.

Parlux​ has built its fragrance business from lucrative sponsorship deals with high profile media celebrities as well as a number of leading fashion brand names. These include Perry Ellis, Guess, Ocean Pacific, Maria Sharapova, Andy Roddick, and Fred Hayman Beverly Hills.

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