Parlux Aims To Enchant Holiday Shoppers With Paris Hilton Fairy Dust
This article was originally published in The Rose Sheet
Parlux is launching Paris Hilton Fairy Dust, fifth in the Paris Hilton fragrance line; Fairy Dust evokes the "fantasy and allure" of the namesake celebrity's fairy-tale life, the firm says
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Parlux: Sales for second quarter ended Sept. 30, 2008 are expected to be up 43% versus the prior-year period, at $53 mil., firm announces Sept. 6. Gains attributed to launch of Jessica Simpson's Fancy fragrance and Paris Hilton's Fairy Dust, which Parlux projects will contribute $6.5 million and $1.5 million in domestic department store sales, respectively; Fancy rolled out in August, and Fairy Dust is launching now (1"The Rose Sheet" July 28, 2008, p. 11; 2"The Rose Sheet" Oct. 6, 2008, p. 7). Domestic department store sales increased 190% overall, compared with the same period a year ago, and sales to international customers rose 51 percent, Parlux says. Perfumania sales, however, were down roughly 33% to $20 mil., firm says. Parlux remains "cautiously optimistic" about upcoming holiday season. Chairman and CEO Neil J. Katz notes that GUESS? brand building strategy - including recent partnership with Sephora in Europe - is paying off. Investments in advertising, promotional and in-store campaigns, and sales force increases will continue to "provide very tangible positive results in the future," Katz predicts
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