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Marketing in Brief: Parlux Fragrances

This article was originally published in The Rose Sheet

Executive Summary

Parlux Fragrances: Dedicating $20,000 through 1997 in support of a World Wide Web site for the Perry Ellis America fragrance duo, the company said. Parlux spent $10,000 on the development of the on-line site, with an additional $10,000 covering monthly fees, the firm said. The web site, which opened the week of Nov. 18, features animated graphics, product shots, in-store promotions, an interactive map of U.S. retail locations and a weekly contest. Parlux' internet address, http://www.perryellisamerica.com, will be featured in print ads breaking in December books. Parlux noted that depending on consumer traffic, it may add an ordering option to the site. Fort Lauderdale, Fla.-based HawkinsGellerHarvey Graphics Group designed the site....
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