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Benetton Goes To Extremes With ParadisoInferno Fragrance Launch

This article was originally published in The Rose Sheet

Executive Summary

United Colors of Benetton is introducing a new fragrance line, ParadisoInferno, comprising both male and female scents. Bowing stateside in September, the complementary scents were unveiled at the Cosmoprof trade show in Bologna, Italy April 20-23.

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The United Colors of Benetton will introduce the first fragrances under its Killer Loop lifestyle clothing and accessories brand stateside in the fall, according to U.S. distributor Quality King

Benetton

Benetton Sport Man and Woman edts debut at the Cosmoprof trade show in Bologna, Italy April 14-17. The women's floral, citrus fragrance "leaves the skin feeling incredibly sensual," the firm says. Benetton Sport "encourages the body to move and helps the mind to concentrate." The men's offering is a citrus, floral musk that can be used any time of day to boost energy and aid in fast recovery after athletic activity. Available in 30 mL, 50 mL and 100 mL "technical yet fun" spray bottles and 150 mL spray deodorants, Sport will debut in select European department stores and Benetton boutiques in May. Showcards featuring a naked man and woman hugging, each holding their respective edt, will promote the launch. U.S. distribution in Sears has been halted in light of Benetton's controversial clothing ads featuring death row inmates. The company is in talks with other U.S. retailers

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