Content about Fragrances

CHICAGO — Romane Fragrances, which creates, manufactures, launches and markets private-brand fragrances for retailers worldwide, has changed its name to Tru Fragrance and launched a new website at TruFragrance.com.

In addition to changing its name and launching a new website, Tru Fragrance will move into new headquarters located just west of Chicago, complete with state-of-the-art showroom, a warehousing and distribution facility, and a creative development center.

ENGLEWOOD CLIFFS, N.J. — Female DJs are the newest trendsetters for what is hot in music, style and pop culture, and Unilever’s Dove Go Fresh deodorant and body mist and MTV are spotlighting three up-and-coming DJs in a new video series, titled "Dove Fresh Spin," in an effort to bring this emerging set of style mavens to women everywhere.

CINCINNATI — Febreze officially has launched a new campaign that features real people participating in live scent experiments.

The air freshener brand's Breathe Happy campaign shows consumers' reactions to odor scenarios and the "air transformation" that Febreze provides, the company said.

BALTIMORE — In an effort to reach a new generation of women, several iconic beauty brands are being re-energized and revamped for today’s modern beauty maven. 


One such brand is Calgon, which is managed by Ilex Consumer Products Group and known for its “Take Me Away” slogan. Calgon has unveiled two new collections — Ageless Bath and Sensual Collection — that hit shelves in June.


MINNEAPOLIS — Apna International has launched at Target a new fragrance collection called Tattooed By Inky, which features fragrances for both men and women.

The collection of body sprays is geared toward a young and trendy audience. The Tattooed By Inky collection features five scents — two for men, two for women and one unisex.

The body sprays are priced at $5.99 each and include:

• Monkey Business (male), which has a blend of leather, lavender, pepper and sandalwood;

NEW YORK — Unilever's Axe brand is working with the NFL's St. Louis quarterback, Sam Bradford, to promote the launch of its new Axe Hair Buzzed Look cream + SPF 15.

To promote the launch, Bradford, the NFL's 2010 No. 1 overall draft pick and Rookie of the Year candidate, took his hair style from shaggy to a short buzz, courtesy of Axe Hair.

CINCINNATI — Febreze teamed up with the Dallas-Fort Worth Salvation Army to collect new and gently used sports equipment and athletic gear at the "NFL Experience," an exhibit held at the Dallas Convention Center.

The two will host the first-ever Febreze Game Day Freshness Sports Equipment Drive Jan. 27 to 30, and Feb. 2 to 6. The equipment and gear will be freshened using Febreze products and donated to the North Texas Youth Education Town in Arlington, said Febreze, which is the official air freshener of the National Football League.

Supplier News — Coty officially has announced that it is working with Lady Gaga to develop and market the American pop singer’s first signature fragrance. The yet-to-be named fragrance will launch in spring 2012. Distributed worldwide, the fragrance will be managed by the Coty Beauty division in close collaboration with Lady Gaga, who will be creative director, and her Haus of Gaga team.


GLENWILLOW, Ohio Recording artist and Broadway star Jordin Sparks is launching in October her first fragrance line, which exclusively will be available at apparel retailer Dots through Nov. 5.

Apra International, which introduces up-and-coming celebrity fragrances, manufactured the fragrance called "Because of You." The fragrance is priced at $14.95 for 2.5 oz. of eau de parfum. Dots, which has more than 400 stores, will offer the fragrance at an introductory price of $9.50 through the month of October.

CINCINNATI Gain is moving beyond the laundry room with two new products.

As previously reported by Drug Store News, new Gain dishwashing liquid and an expanded Febreze with Gain collection now are available at stores nationwide. Gain dishwashing liquid is the first dish brand to be launched by Procter & Gamble in 37 years, the company said, while the Febreze with Gain original scent will include fabric refresher, Air Effects, candles and Noticeables.