latest corporate newsletter

LAUNCHES & EVENTS

BESTSELLERS

NEW INITIATIVES& RETAIL EXPANSION

NEWSLETTER 2016: ISSUE ONE

Perfumania Holdings

COMPANYHIGHLIGHTS

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FIND YOUR BOLD BLACK BOLD, the new men’s fragrance.

22X28 KC BLACK BOLD AD POSTER.indd 1 7/14/16 5:48 PM

THE NEW FRAGRANCE FOR MEN

EACH TIME IS THE FIRST TIME

Riley Keough by Michael Avedon

#NORELLNEWYORK

Exclusively at Neiman Marcus andBergdorf Goodman

PERFUMANIA: 4/C Full Page Ad – Trim: 7.75” x 10.5”; Live: 7.25” x 10”; Bleed: 8.0” x 10.75”

share the moment

YOUR DESIGNER FRAGRANCE DESTINATION

For the Perfumania store location nearest you, visit perfumania.com

#ThisIsRiRi

Rub bottle to experience RiRi

Available at

2016 NATIONAL ADS

Index

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20

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LAUNCHES,INNOVATIONS, &

OPPORTUNITIES

ACTIVATIONS & EVENTS

PRESS HIGHLIGHTS

The New Contenders in Luxury: Norell New York & Norell Elixir 04

Fashion Forward Momentum 05

Vince Camuto Fragrance House Launches Capri & Eterno 06

Louise Camuto Hosts Press Event 07

Introducing Mankind Hero 08

The Launch, Hosted by Kenneth Cole 09

Kenneth Cole Builds on Popular Black Fragrance Line 10

What’s in the Stars? Celebrity Fragrances Continue in Popularity 11

Fragrance Launch Events 12

Perfumania Amplifies its Digital Voice with StyleNotes 14

Perfumania Implements New Omni-Channel Capabilities for its Retail Division 15

Perfumania Expands Product Offerings 15

Perfumania Hits the Red Carpet at OK! Magazine’s Pre-Grammy Party 16

Perfumania: The Exclusive Fragrance Destination at BeautyCon 17

Rocking RiRi 18

Perfumania Makes Broadcast News 19

Watch for New Perfumania Stores 19

Press Highlights 20

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LAUNCHES, INNOVATIONS, & OPPORTUNITIES

THE NEW CONTENDERS IN LUXURY:NORELL NEW YORK

Fresh off the heels of the successful 2015 relaunch of the re-mastered 1960’s iconic scent, Norell New York,

PARLUX will continue expansion into luxury and commitment to the category with the release of Norell Elixir. The bold floriental woody fragrance and newest addition to the revamped Norell designer fragrance portfolio will launch exclusively at Neiman Marcus and Bergdorf Goodman in August 2016.

Featuring an intoxicating mix of Peruvian Pink Pepper, Indian Tuberose, and Crystallized Patchouli, Norell Elixir pays homage to the art of perfumery and olfactive craftsmanship. The scent for a new generation of tastemakers, Norell Elixir echoes the impeccable style of Norman Norell, revolutionary American ready-to-wear designer, renowned for his elegant feminine look that forever influenced the world of women’s fashion.

NORELL ELIXIR&

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limited edition

handcrafted

luxe

NEW DESIGN PARTNERSHIPS

ON THE RISEAUGUST 2016—Building on the

success of our recently introduced Norell

New York fragrance and highlighting the appeal of our

integrated production, distribution and retail

footprint, Parlux is very excited to report

a recently signed agreement with a world-renowned

fashion designer that it will announce in the

coming months for a Spring 2017 launch.

As the Company continues discussions

with other high-profile designers it expects

to cement additional partnerships to launch

new and sought after designer and fashion fragrances

that support revenue growth while

expanding the designers’ brands.

FASHION FORWARD

MOMENTUM

NORELL NEW YORK LIMITED EDITION BACCARAT HANDCRAFTED BOTTLESTo highlight Norell’s unique and luxe appeal, Parlux partnered with internationally acclaimed French crystal house Baccarat to create 500 numbered limited edition handcrafted bottles of parfum, retailing at $1,500.

a & b) Norell New York launch at Bergdorf Goodman

c) Harper’s Bazaar Editorial Feature

d) Norell Elixir Press Photo featuring Riley Keough shot by Michael AvedonA

The original Norell, launched in 1968,

was the first American designer fragrance

produced by the legendary Norman Norell.

Today, Norell New York leads us to rediscover

the artistry and the craftsmanship of perfume

by way of playful, juicy nuances and an alluring

dry-down finish. Mastered for a modern sensibility,

the fragrance’s lush radiance and opulent aesthetic has

captivated us. The fragrance opens with modern green

florals—think jasmine petals, orchid, and

gardenia—and closes with an intimate

sensuality enhanced by sandalwood, vanilla,

and musk. To fete the new Norell New

York, internationally acclaimed French crystal

house Baccarat handcrafted 500 limited-

edition perfumes. Each bottle is numbered and

signed—a statement piece with storied artistry.

GLAMOUR Then and Now

Riley Keough in a Norman Norell design

A NEW AGE OF COUTUREVintage beauty and classic allure bring Norell New York to life Norman Norell is best known for revolutionizing American ready-to-wear with an ultra-feminine look that continues to influence fashion today. Paying homage to the iconic Norell style, Norell New York welcomes style setter Riley Keough as the face of its latest campaign. Keough breathes new life into the legacy with her American sensibility and ease, all the while demonstrating that Norell’s masterful fashion transcends time. Through the fusion of fashion and beauty, Norell New York hits the right notes.

KEV

IN S

WEE

NEY

/STU

DIO

D. S

TYLI

NG

: JES

SIE

LIEB

MA

N. R

ILEY

KEO

UG

H P

HO

TO: M

ICH

AEL

AV

EDO

N.

BEAUTY BUYTheS H O P B A Z A A R . C O M P R E S E N T S

NORELL NEW YORK eau de parfum, $150

NORELL NEW YORK body oil, $80

NORELL NEW YORK parfum in a limited-edition

Baccarat bottle, $1,500

= BUY FROM ShopBAZAAR.com

86983HBZ_ParluxNorell_r5.indd 1 10/22/15 9:32 AM

B

C

D

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Winter 2016— The Vince Camuto women’s fragrance business impressively outpaces the industry, attracting new customers while maintaining its loyal fan base of

women who have come to love the brand. The addition to its garden collection, Capri Vince Camuto, captures the spirit of the Mediterranean with its invigorating citrus blend that washes over a floral bouquet of peach blossom and violet flower to reveal a rich mixture of musk and vanilla. Capri Vince Camuto is available in major retail stores

nationwide.

Spring 2016— On the men’s front, Vince Camuto introduced Eterno – it’s fourth addition to the collection for men. This woody, aromatic fragrance is geared for the effortlessly elegant

man. A masculine scent crafted with fresh top notes of citrus and mint, Vince Camuto Eterno is rounded out

by a refined, peppery mix of bourbon and saffron, and a heart of earthy patchouli and cedarwood. Eterno is bold, confident and magnetic. The Vince Camuto men’s fragrance business continues to grow year over year on pace with the men’s grooming industry at large, bringing sophisticated options to today’s stylish gentleman.

&Vince Camuto Fragrance House Launches

CAPRI ETERNO


In addition to dynamic, colorful print and in-store advertising, both men's and women's fragrances were supported with gift with purchases.

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Vince Camuto Men’s and Women’s signature collections

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LOUISE CAMUTO HOSTS PRESS EVENT

Winter 2016— To make a splash for the launch of

Vince Camuto fragrances Capri and Eterno, Louise Camuto hosted an evening of Mediterranean magic for over 80 guests at the Dream Hotel. Top media and bloggers were entertained and engaged by Mediterranean-themed scene including a latte art station, a Vespa-riding

experience, custom fashion illustrations, Mediterranean fare, and gorgeous floral displays that editors could take home.Gets social media play

The event generated fantastic social buzz and put the

launches top of mind for the season’s fragrance stories, garnering coverage in Marie Claire, Cosmopolitan, and Seventeen.

a) Mediterranean-inspired fragrance display

b) Latte art station

c) Avril Graham, Executive Fashion & Beauty Editor, Harper’s Bazaar with custom illutstation

d) Custom Fashion illustrations

e) Louise Camuto, Chief Creative Officer, Camuto Group

f) Social posts

SPRING PRESS EFFORTS

GARNERED OVER 66 MILLION IMPRESSIONS

D

A

F

C

B

E

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Kenneth Cole’s iconic Mankind collection has made its mark, earning numerous awards for its

“Be the Evolution” ad campaign. Now, the Kenneth Cole ethos of “looking good for good” is being brought to life in an even bigger way with new fragrance Mankind Hero, which celebrates the everyday hero – the committed partner, father, the better man, the great protector. The fragrance’s ad campaign features legendary supermodel John Pearson and his son Cooper, who share what heroism means to them in an exclusive behind-the-scenes video. Meanwhile, the brand created a social campaign asking consumers to share their own #MankindHero,

which drew over 200 posts during the fragrance’s launch.Mankind Hero also made an impact by partnering with actor and father Max Greenfield (New Girl, The Big Short) and InStyle on a video highlighting Max’s favorite local charity and the transformative power he’s found in giving back to his community.The fragrance has become a hit with consumers, performing impressively at retail and continuing to inspire heroic tributes on social media platforms.

Introducing

K E N N E T H C O L EMANKIND HERO

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The Kenneth Cole fragrance brand

has grown 138% since Parlux

took over the license in 2013

Kenneth Cole debuted Mankind Hero to short-lead media during an intimate tasting event for

23 guests at NYC’s Kat & Theo. Don Loftus, President of Parlux, kicked off the evening by personally introducing Kenneth Cole and giving an insider’s look behind the concept of the fragrance. Perfumer Stephen Nilsen spoke to the notes of the fragrance, while the executive chef and sommelier presented food and wine pairings that were inspired by these key notes. To amplify the messaging and further support the “hero” concept, kicking off the #MankindHero social campaign, a curated collection of ten iconic photographs of heroes throughout history was displayed as a compelling gallery. Guests had the chance to win one of the “hero” prints by using social currency, further encouraging them to create a social post about the #MankindHero fragrance and event. The Kenneth Cole fashion house then extended this iconic gallery by featuring the wall of heroes in a display at their flagship store in New York City.

Kenneth Cole’s launch event featured a gallery of heroes, the Hero bottle, and the man himself.

THE LAUNCHHOSTED BY KENNETH COLE

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After 14 years of success in the fragrance industry, Kenneth Cole is revamping his popular

Black collection with the launch of Black Bold, a fearless new fragrance inspired by New York City life. The fragrance’s ad campaign features model and artist David Alexander Flinn dressed in the iconic Kenneth Cole leather jacket, riding a Ducati motorcycle. The new fragrance was announced in a Women’s Wear Daily exclusive with quotes from Parlux’s Catherine Russell, Executive


Director of Global Marketing and Brand Development.To celebrate the launch, Parlux hosted an installation for top short and long lead editors at The Glasshouses in New York City. Editors were able to sample the new fragrance, try on Kenneth Cole jackets, and even pose with a Ducati motorcycle in front of an NYC streetscape.a) National ad image

b) Keija Minor, editor of Brides magazine, poses at the holiday press preview event

Kenneth Cole Builds on

POPULAR BLACK FRAGRANCE LINE

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A

B

What’s in the STARS?

INTRODUCING

THE NEW FRAGRANCE

DARE TO DESIRE

JULY 2016

Coming off the success of Love by Sofia Vergara and Sofia for Women, the ultimate temptress herself

graces the shelves with Tempting by Sofia Vergara. Perfumania and Vergara kicked off the latest fragrance at Beautycon in LA with an exclusive event on July 8th. Her close connection with her fans further engaged the next generation of beauty enthusiasts through Beautycon’s sizeable influencer network.

AUGUST 2016

Paris Hilton celebrated 20 fragrances in 10 years with the launch of Gold Rush Paris Hilton this

summer in Los Angeles. With so many fragrance hits under her belt, Paris has introduced another stunner with a seductive, feminine silhouette bottle and a lush, sophisticated scent that will surely arouse your senses. Did you expect any less?

SEPTEMBER 2016

You know she likes to work, work, work, work, work and is a woman of many talents. Hot off her Anti

World Tour, Rihanna is launching Crush by Rihanna, the second in the trilogy of her namesake RiRi collection. Each fragrance in the collection brings to life different aspects of RiRi’s personality – Crush is a provocative floriental that embodies luxury and femininity with its spicy-sweet notes and rich golden bottle.

TEMPTING by Sofia Vergara

GOLD RUSH Paris Hilton

CRUSH by Rihanna

Our celebrity brands continue to make headlines and attract new consumers.Looking ahead to the third and fourth quarters, we are excited to launch new fragrances from some of our Hollywood royalty – Sofia Vergara, Paris Hilton and Rihanna. From creative campaigns that inspire social interaction to exclusive behind the scenes access for media and influencers, these launches are sure to create some buzz throughout the Fall and beyond!

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FRAGRANCE

LAUNCH

EVENTS

TEMPTING by Sofia Vergara

Sofia Launches Tempting Exclusively at Perfumania | July 8, 2016: Top social media

influencers joined Sofia at the Sunset Towers to celebrate the exclusive launch of her new fragrance

at Perfumania and kick off the Beautycon LA festival.

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GOLD RUSH Paris Hilton

Gold Rush @ Kyle by Alene Too | June 29, 2016: Key print and digital media editors, bloggers, and friends gathered at Paris’ aunt’s popular LA store,

Kyle by Alene Too, to launch Gold Rush Paris Hilton and celebrate her decade of successful fragrances.

CRUSH by Rihanna

Crush Hits the Streets | Aug 28 - Sept 24, 2016: Capitalizing on RiRi’s high-profile visibility during New York Fashion Week and at major music events like the Made in America Festival and the VMAs,

brand ambassadors hit the streets to share Crush with all of her fans at these events.

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SEPTEMBER 2016—As a trusted authority for all things fragrance related, Perfumania is enriching the shopping experience by debuting StyleNotes, a beauty/lifestyle blog. Joining

forces with Skyword, a content marketing technology platform, this newly created section of the website will up the personality content of the Perfumania brand. Through search or social, readers will find Perfumania.

com/StyleNotes, which will host articles spanning from beauty and lifestyle topics to perfume expertise. Readers will be directed from the content to Perfumania’s e-commerce site with in-text links to product pages, as well as a product widget, which will promote relevant products within the text of the articles. The StyleNotes platform will establish Perfumania as a thought leader and create conversation about how fragrance relates to and enhances the consumer’s life.

A M P L I F I E SStyleNotesITS DIGITAL VOICE WITH

PERFUMANIA

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PERFUMANIA IMPLEMENTS

New Omni- Channel CapabilitiesFOR ITS RETAIL DIVISON

MARCH 2016—Perfumania launched a comprehen-

sive business informa-tion program aimed at improving technology infrastructure with new computer systems and in-formation enhancements. The roll-out of the first phase of this multi-year initiative has now been completed!The omni-channel net-work allows Perfuma-nia store associates to cross-promote and cross-sell products, elevating the in-store and eCommerce customer experience.

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JANUARY 2016—Perfumania contin-ues to build on its wholesale distribu-tion capabilities. Adding new brands to its fragrance portfolio and lever-

aging its strong retail distribution chan-nels/relationships, including national department and specialty stores as well as mass market retailers, to drive sales.

Perfumania further drives efficien-cies in its promotional sales mix to

emphasize a greater percentage of owned/licensed brands,

as well as the increasing-ly popular body spray

portfolio.

EXPANDS PRODUCT

OFFERINGS


PERFUMANIAHITS THE

RED CARPET

FEBRUARY 2016—Perfumania was a presenting sponsor at the OK! Magazine Pre-Grammy party at Lure Night

Club in Los Angeles, featuring a special performance from Ex’s and Oh’s singer and Grammy nominee Elle King.

Inside, over 600 of LA’s savvy “it” crowd attendees were wowed by seductive branding – glowing pillars featuring best sellers and star fragrances,. An exclusive fragrance bar was managed bybrand ambassadors where guests sampled Perfumania’s wide selection of

fragrances. LA’s most influential received an exclusive Perfumania-branded Travalo of their choice and a Perfumania gift card.

a) Perfumania branded display

b) Pia Toscana with Marc Jacobs’ Oh, Lola!

c) Local LA Perfumania associates staff the branded fragrance bar

d) Elle King performs her hit, Exes and Ohs

e) Rumer Willis attends the event

AT OK! MAGAZINE’S PRE-GRAMMY’S PARTY

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A

B

D

C

E

MARCH 2016— Beauty enthusiasts gather at the Beauty Con festivals across

the country to experience new products and celebrate all things beauty related. Perfumania, as the exclusive BeautyCon fragrance destination, brought their prestige fragrance collection and signature fragrance bar to Dallas, Los Angeles and soon to NYC for the festival. Beauty advocates were able to experience their favorite scents and fill a complimentary Perfumania-branded Travalo.

THE EXCLUSIVE FRAGRANCE DESTINATION AT BEAUTYCON

P E R F U M A N I A :Social Media SensationBeautycon itself created a huge buzz on digital and social, with over 100k social posts across platforms, over 308M impressions, and a reach of over 358M!The Success ContinuesPerfumania saw even further success and engagement at Beautycon LA in July, and will continue partnering with the festival in New York City and London this year.

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ROCKING RIRI

MARCH 2016—Tapping into Rihanna’s pop-ularity, Perfumania treated beauty editors

from Allure, ELLE, Cosmopolitan, Refinery29, Daily Mail and other top outlets to a VIP suite at Rihan-

Perfumania Hosts Top Press at Rihanna’s Anti-World Tour

na’s Anti World Tour at Brooklyn’s Barclays Center. Editors posted across social plat-forms throughout the night, tagging Perfumania and raising the brand’s profile among the editors’ sizable audiences of beauty fanatics.

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PERFUMANIA MAKES

BROADCAST NEWS

WATCH FOR NEW

PERFUMANIA STORES Coming to the following locations:

Tanger Outlets Fort Worth (Fort Worth, TX) November 2017

Paragon Outlets Baltimore (Baltimore, MD) August 2017

Tanger Outlets Daytona (Daytona Beach, FL) November 2017

The Outlet Shops at Rentschler Field (Hartford, CT) March 2018

MAY 2016—Perfumania has continued to build up its broadcast presence, leading to an

uptick in sales around key holidays. By identifying targeted markets across the country, Perfumania has dazzled viewers on TV screens in top selling cities like Atlanta, Chicago and Sacramento. Working with noted beauty experts Candace

Corey and Lindsay Roberts, Perfumania has been integrated into segments on local news stations to promote the stores and e-commerce for major holidays like Mother’s Day, Father’s Day and graduation season. With over 90,000+ viewers reached in just three segments this quarter, customers around the country are welcoming Perfumania into their homes.

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PRESS HIGHLIGHTS

VINCE CAMUTO

May 2016

February 2016

Impressions: 6,065,376

CAV: 513,081

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261 Fifth Avenue, 2nd Floor New York, NY 10016

Telephone: (212) 685-4300 Fax: (212) 685-9024

www.DKCnews.com

December 2015

Capri

Harper’s Bazaar May 2016

Capri

CosmopolitanMarch 2016

TOMMY BAHAMA

KENNETH COLE

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Telephone: (212) 685-4300 Fax: (212) 685-9024

www.DKCnews.com

November 2015

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November 2015

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December 2015

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July 24, 2015

Island Life for Her

Coastal Living

November 2015

St. Kitt’s for Him

People.comJune 2016

Mankind

Yahoo! Beauty

October 2015

Mankind Hero

WWDMarch 2016

St. Kitts for Him

EssenceNovember 2015

St. Kitts for Him

Distinct Homme

December 2015

Mankind Ultimate

Men’s Fitness

December 2015

Mankind Hero

People.comJune 2016

Mankind Hero

Men’s FitnessJune 2016

St. Kitt’s Cologne

GolfDigest.com

Island Life for Him

Men’s Fitness

December 2015

Island Life for Her

Hollywood Life

July 2015

Mankind Ultimate

Entertainment TonightAugust 2015

Mankind Hero

Forbes.comMay 2016

Mankind Ultimate

NY PostOctober 2015

Capri

Seventeen February 2016

Capri

Marie ClaireMay 2016

Eterno

Essential HommeApril 2016

Solare

Men’s Health

December 2015

for Men

Men’s Fitness

December 2015

20

NORELL NEW YORK

RIHANNA

Fragrance & Body Oil

VanityFair.com

December 2015

Norell New York

ElleDecember 2015

SOFIA VERGARA

Link: h(p://wwd.com/beauty-‐industry-‐news/fragrance/sofia-‐vergara-‐fragrance-‐temp>ng-‐10487033/

Tempting

ExtraTV.com &

EXTRA TV!

LOVE

OK!February 2016

LOVE

PeopleOctober 2015

Tempting

Women’s Wear Daily

July 2016

LOVE

PeopleFebruary 2016

LOVE

Star“Beauty Awards-Best Fragrance”

May 2016

LOVE

ParentsNovember 2015

Norell New York

Harper’s Bazaar

November 2015

Norell New York

WWDJuly 2016

Norell New York

Glamour.com

December 2015

Norell New York

New York Post

October 2015

RiRi

Women’s Wear DailySeptember 2015

RiRi

CosmopolitanDecember 2015

RiRi

VOGUE.comSeptember 2015

RiRi

HarpersBazaar.com

July 2015

RiRi

ELLE.comJuly 2015

RiRi

People StylewatchNovember 2015

RiRi

OK! MagazineNovember 2015

RiRi

WWDSeptember 2015

Norell New York

Coveteur.com

August 2015

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