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New scent is a collaboration with New Wave Fragrances.
July 22, 2011
By: TOM BRANNA
Editor
BCBG Max Azria Group will launch a new women’s scent on Aug. 1. The launch is a result of a licensing deal struck last year between the Vernon, CA-based clothing wholesaler and retailer, and Fort Lauderdale, FL-based New Wave Fragrances LLC, the manufacturer and marketer known for the Ed Hardy, True Religion and Christian Audigier fragrances. Priced at $55 for a 1.7-oz. eau de parfum and $75 for a 3.4-oz. edp, the fragrance marks a return by the BCBG Max Azria Group to putting serious muscle behind its scent franchise that had atrophied since its agreement with former fragrance licensee Unilever Cosmetics expired in 2005, according to sources. Created by Givaudan perfumer Stephen Nilsen, the scent is a soft floral with top notes of wild strawberry, black cherry and kir royale; middle notes of jasmine, muguet, rose and violet, and base notes of musk, orris and creamy sandalwood.
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