Procter & Gamble Prestige Products Adds Lavigne...
GENEVA — Procter & Gamble Prestige Products has added another celebrity star to its universe of scents with the inking of a fragrance licensing deal with singer Avril Lavigne.
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Procter & Gamble Prestige Products Adds Lavigne...
Published: Wednesday, June 04, 2008
GENEVA — Procter & Gamble Prestige Products has added another celebrity star to its universe of scents with the inking of a fragrance licensing deal with singer Avril Lavigne.
Lavigne said she was very pleased "to be working with Procter & Gamble on releasing my first fragrance. Creating this fragrance is a fun process and I am looking forward to sharing it with everyone."
Heike Hindenlang, global marketing director for Procter & Gamble Prestige Products, said Lavigne's first scent is expected to be launched in the second half of 2009. She added the scent would target consumers in their early teens, and that additional fragrances are also planned.
"Young teenage girls really aspire to Avril and love everything about her," said Hindenlang. "We think we can reach out to new consumers with her scents."
Lavigne joins a group of existing, youth-oriented fragrance licenses in Procter & Gamble Prestige Products' point-of-market-entry brand portfolio, which the company spent the past three years rejuvenating. Key activity last year included acquiring fragrance licenses for Puma, Christina Aguilera and Italian jeans brand Replay, and divesting eau de cologne line 4711, which was acquired by Mäurer + Wirtz.
"It's about finding which brands appeal to young consumers," said Hindenlang, "and [which] fashion and celebrities are resonant with them."
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