Parlux hopes to attract young consumers with Marc Ecko fragrance

By Katie Bird

- Last updated on GMT

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Marc Ecko Enterprises is the latest lifestyle brand to be added to the fold at Parlux fragrances.

The Florida-based fragrance company has met with success on the back of a number of high profile celebrity and designer products and the Marc Ecko clothing and accessories brand is part of its attempt to attract the younger consumer.

“Marc Ecko is the global leader in youth culture. His hip lifestyle brand is remarkable exciting and always innovative,”​ said Parlux CEO Neil Katz.

Targeting young consumers

According to Katz, the addition of the brand to the company’s portfolio is part of a bigger strategy to widen the consumer base.

“We see Marc Ecko’s appeal as worldwide and a key part of our strategic plan. We believe Parlux is setting in motion dynamic initiatives by introducing brands that will appeal to a diverse and broad audience of consumers.”

The fragrance certainly promises to be interesting, with the CEO Marc Ecko guaranteeing an ‘unconventional’ scent.

“I can’t tell you what it ​will be – but it won’t be conventional. With the know-how Parlux delivers and my vision, I look forward to a fragrance unlike anything you’ve ever experience before,” ​he said, when commenting on the upcoming offering.

Marc Ecko launched a line of T shirts in the early 1990s and the brand now includes a number of clothing ranges including *ecko unltd which features the rhino logo.

The enterprise also includes accessories and even an entertainment division which develops and produces videogames but the collaboration with Parlux is the brand’s first foray into the world of beauty and fragrance.

Celebrity scents boost sales

Parlux has recently announced successful sales on the back of the recent Jessica Simpson and Paris Hilton launches. The most recent quarter enjoyed sales growth of 40 per cent on last year’s quarter reaching a total of $52m, and a 79 per cent rise in net profits.

However, these figures were positively impacted by inventory problems experienced in the previous quarter.

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