Chicago-based research firm Mintel, which released a study on men’s fragrances,
says the market will grow in the U.S., tracking a 4.4% increase in the number of
males between 2002 and 2007, and a projected 9.1% increase in the number of men
in the U.S. between 2002 and 2012. “Manufacturers will likely attempt to appeal
to men’s masculinity with their fragrance marketing, much like Elizabeth Arden
has with Daytona 500,” says the firm.
MediaPost Publications – Coty, Playboy Agree To Develop Men’s Fragrance Line – 03/03/2008
COTY INC., NEW YORK-BASED LEADER of the global fragrance business, has inked a deal to develop a men’s fragrance line under the Playboy brand name for worldwide distribution.
Coty CEO Bernd Beetz said that the licensing agreement, which would put the Playboy fragrance under Coty’s lifestyle division, would have legs – so to speak – because of the Playboy brand’s recognition value around the world.