BOP News - Blog on Perfume News

Paris Hilton announced the release of her fifth perfume named Fairy Dust. The ad campaign will feature Paris Hilton as a fairy and is expected to be launched later this year.

Parlux Fragrances, the company that holds the Paris Hilton fragrance licence described the new perfume as the “an essence of enchantment, a sensual, seductive floral, which is bright, effervescent and inviting.” The perfume was created by Mane’s Celine Krakower. The scent contains top notes of Prosecco Accord, Pink Peony, and Orange Blossom. Paris Hilton said that the fragrance is delicate in the morning, sensual during the day and seductive in the evening.

Parlux aims at launching the Fairy Dust in US during October, whereas the international fragrance launch will be in 2009.

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Shares of Parlux Perfumes rose by 4 percent owing to the strong demand for Jessica Simpson perfumes. The shares are hitting a new year high as Wedbush Morgan analyst Rommel Dionisio upgraded the shares to “Buy” from “Hold”.

Dionisio also raised his price target on the stock to $8 from $4.50. The revenue forecast for 2009 has been raised to $173 million from $167 million.

In a research note, Dionisio told investors that the launch of the new perfume earlier this month has met with strong customer response even before the start of major marketing campaigns. Several retailers reported that the first shipment of the fragrance got sold out within a few days.

The continued success of the Jessica Simpson perfume is expected to expand the distribution of Parlux’s Paris Hilton and Guess Perfumes.

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