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BCBG Max Azria Launches New Fragrance

April 28, 2010

Clothing company BCBG Max Azria has announced earlier this week that they partnered with New Wave Fragrances - a manufacturer and worldwide distributor of fine fragrances and beauty products - in order to create a new signature scent in March 2011.

The BCBG Max Azria fragrance for women will be sold in the company's branded boutiques all across the world as well as in national department stores such as Bloomingdale's, Macy's, Bon Ton, Nordstrom, Dillard's and Lord & Taylor, and more than 1,000 U.S. specialty stores, including Sephora and Ulta. In addition, the company is planning an international expansion to Europe, Japan, Korea, Canada, Mexico, Australia and South America, and also to duty-free stores in the United States and Caribbean.

Always on the forefront of fashion, BCBG Max Azria is the great lifestyle collection for a modern woman. Combining creativity with accessibility and desirability with wearability, BCBG Max Azria holds a stable position in US fashion, offering women sophisticated and confident designs and styles for work and for casual wear.

Max Azria, founder, creative designer and Chief Executive Officer of BCBG Max Azria Group, said that his company is very excited to be working in collaboration with New Wave Fragrances as their experience in the world of beauty and creative vision make New Wave just the perfect match as BCBG Max Azria fragrance licensee.

In his turn, chairman and Chief Executive Officer of New Wave Fragrances, Salo Lekach, added that since its first debut just three years ago, his company has placed itself as an innovator in the world of fragrance development and distribution. This partnership with BCBG Max Azria provides New Wave with an opportunity to transfer Max Azria's creative and fashion vision into fragrance, Mr. Lekach added.

The packaging of the new BCBG Max Azria fragrance will be created by packaging designer Lance McGregor and Lubov Azria, the company's Chief Creative Officer. The signature scent will be created by top perfumers from Givaudan, the world's largest essential oil producer for fine fragrances.

About the BCBG Max Azria Group: The company creates, develops, produces and markets complete collections of prêt-a-porter and accessories for the ladies. Each of the collections is known for being very creative, stylish and of the best quality. The BCBG Max Azria Group is one of the worldwide leaders in ready-to-wear, encompassing a portfolio of more than twenty brands, including BCBGMAXAZRIA, Max Azria, Herve Leger by Max Azria and BCBGeneration. For additional information, please visit www.bcbgmaxazriagroup.com.

Tags: Health