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True Religion

This article was originally published in The Rose Sheet

Executive Summary

Apparel company has inked a deal with Selective Fragrances to create men's and women's scents for launch in 2008, firms announce Aug. 1. The two fragrances will capture the clothing brand's "spirit of California bohemian chic," True Religion Chair and CEO Jeffrey Lubell says. "Selective's breadth of knowledge and artistic vision made a great impression on our team, and they now have a rich palette of almost two dozen potential scents in preliminary development stages," he notes. Givaudan will develop the True Religion signature fragrances. Terms of the deal require Selective Beauty to spend roughly 20% of sales on direct consumer advertising and marketing, with the ad campaign kicking off in fall 2008. Scent will be sold in True Religion doors and department stores including Saks Fifth Avenue, Nordstrom, Neiman Marcus, Bloomingdales and Barneys, as well as Sephora, Ulta and more than 1,000 specialty stores. There also will be international distribution and a presence in duty-free stores in the U.S. and Caribbean, firms say...



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