US: Playboy strikes fragrance deal

Company ties up with Coty to develop new men's line.
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Global fragrance firm Coty has inked a deal to develop a men's fragrance collection under the Playboy brand name.

The new fragrance is due for global distribution from this autumn, with plans to launch across Europe, North America, Latin America and Asia. A product launch event is being planned for this summer, with marketing plans also in development.

Coty already has celebrity scent-development deals with such stars as Jennifer Lopez, Sarah Jessica Parker and Halle Berry. Last year also saw it sign up David Beckham, amongst other male stars.

Research firm Mintel believes the male fragrance market will grow in the US; it tracked a 4.4 per cent increase in the number of males between 2002 and 2007, and a projected 9.1 per cent increase in the number of men in the US between 2002 and 2012.


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