Calgon expands Sensual Collection for spring
BALTIMORE — Calgon, a bath and beauty brand managed by Ilex Consumer Products Group, has announced the introduction of Enchanted Embrace, a new fragrance in the brand’s Sensual Collection that launched in 2011.
Enchanted Embrace and a new Sensual Mist sampler gift set will be available at select national retailers beginning in late spring 2012. The Sensual Collection line extension comes on the heels of announcing the relaunch of the Turquoise Seas scent.
Enchanted Embrace — a fruity-floral fragrance with notes of warm vanilla, peony and purple passion fruit — will be available as a Sexy Fragrance mist and Shimmering Moisture mist. The Sensual Mist sampler gift set will highlight the Sensual Collection fragrances launched in 2011, including Flirty Tease, Angelic Kiss and Femme Inferno.
“The Calgon Sensual Collection has paved the way for a younger demographic to discover an iconic brand that has been around since the 1940s,” stated Ben Harvey, EVP and general manager at Calgon. “We hope to continue to empower women by encouraging ‘take me away’ time for pampering and relaxation using our wide array of bath and beauty products, including new scents like Enchanted Embrace.”
To support the launch, Calgon will be rolling out a major marketing and public relations campaign under Alliance, the activation and public relations division of Grey NY. The sales effort and new product for Calgon is driven by Ilex Consumer Products Group, which acquired the business in November 2008, when they bought the company from Ascendia Brands.