Guess? That Smell

Parlux Fragrances Inc. (Fort Lauderdale, Fla.) has announced that the recently launched Guess? fragrance line for women has achieved Top Ten ranking across all accounts launched to date, including the number one spot at Robinsons-May, Foley’s and Macy’s Florida.

The product line was launched this summer in 2025 department store doors in the U.S. and in 90 Guess? freestanding retail stores. The company, which makes fragrance and beauty products on a licensed basis, said the success of the line has prompted an immediate expansion to the full Guess? chain of approximately 190 retail doors. Parlux and Guess? have a launch party scheduled for Aug. 17, 2005, in Los Angeles.

“This is the most successful launch that Parlux has ever experienced,” said Parlux chairman and ceo Ilia Lekach. “We can’t wait to follow up on the domestic success with the international roll-out, as well as with the introduction of the men’s Guess? fragrance line in spring 2006.”

“The initial success of the launch has taken us somewhat by surprise, as we achieved Top Ten rankings even before the advertising and promotion commenced,” said Guess? co-chairman and co-ceo Paul Marciano. “In our own stores, we virtually sold out of the initial product purchases within three days, prompting us to place reorders as well as expand distribution to all of our retail stores.”

Parlux markets several prestige brands in the $20 to $215 range, including Perry Ellis (which accounts for 81 percent of sales), Ocean Pacific (13 percent of sales), Fred Hayman Beverly Hills, JOCKEY and XOXO. In addition, it makes and sells its own Animale brand worldwide.