Parlux plans marketing blitz this fall
and administration problems caused by its rapid expansion, Parlux
Fragrances has hired new public relations agencies to help restart
corporate growth.
The company says it has appointed Avrett, Free, Ginsberg advertising agency and LSZ Communications public relations agency to help push the company's corporate marketing strategy. The decision has been taken in light of the fact that the company is planning the launch of new brands and the expected addition of a significant number of new licensing agreements. "With two new brand launches coming before the end of 2008 and several key license deals pending, the time is right to bring on top flight marketing talent to help drive the renewed growth curve for Parlux," states Neil Katz, company CEO. Avrett, Free, Gingsberg will be responsible for image and awareness campaigns that will target the forthcoming brand launches, backed up by LSZ, a company that specializes in brand and public relations for beauty and luxury products. Parlux said that a new fragrance launch, Can Can Paris Hilton, is planned for Holiday 2007 and a new launch from Guess? is anticipated in 2008. Budgets for both of these worldwide brand launches will be announced shortly. "We now have a 2007/2008 operational plan in place," Katz said. "A key priority will be to fuel our sales growth through the addition of new licenses. We will also stress the development of our core fragrance businesses by strengthening our relationships with existing licensors. Exceptional marketing including both public relations and advertising will make the difference." The company also said that Kathleen Galvin, vice president marketing & advertising, will spearhead Parlux branding initiatives working closely with Neil Katz. News of the new brand launches and marketing activity spells that the company is really back on track, after Neil Katz was confirmed as the company's new CEO back in May. The company has come a long way in a short time, making up for significant delays in its administrative and accounting processes, as well as reforming its executive board. Likewise, the recent sale of its most profitable brand, Perry Ellis, to the Falic Fashion Group, is expected to help put the company in better shape for the future, helping to consolidate and restructure its position in the hope of creating a stronger and healthier operation. In 2005 strong growth in sales of the company's Paris Hilton fragrances and branded designer goods helped sales turnover more than double, from $47.44m in 2004 to $111.77m. However 2006 was a different tale, with sales growth slowing markedly in the last half of the year, something the company blamed on slowing retail activity in the US market. Parlux, is the license holder to big fragrance names such as XOXO, Ocean Pacific and tennis star Andy Roddick, and really hit the big-time by licensing deal to produce fragrances and accessories using the name and image of media figure and heiress Paris Hilton.
