The scent -- in partnership with Parlux, which also sells fragrances fronted by the likes of Paris Hilton and Jessica Simpson -- is a deep Oriental fragrance, "and reminiscent of aged Tequila," the company says, with notes of bergamot, citrus, rose, cognac and coriander. The bright-red bottle is square with gold borders, and has a raised heart on it, "reinforcing Queen's message of beauty from within," Parlux says. While this is her first scent, Queen Latifah also appears in ads for Cover Girl, owned by Procter & Gamble.
The eau de parfum will retail for $59, and the eau de parfum spray for $49. The line will also include body lotion ($35) and body butter ($40).
Print ads featuring the Academy Award winner in an opulent dining room, surrounded by gilt and chandeliers, will support the launch -- with an ad budget that Women's Wear Daily estimates at $20 million, and which will reportedly include a holiday TV spot in conjunction with Macy's.
In addition to Queen, Parlux is also rolling out other new scents this fall, including Paris Hilton Siren, Jessica Simpson Fancy Love, Josie Natori Natori, and Nicole Miller Frenzy, as well as Marc Ecko Ecko for men. It also markets the fragrance brands of GUESS?, Kanye West, Rihanna, Shawn "Jay-Z" Carter, XOXO, Ocean Pacific (OP), and Andy Roddick, and holds the licenses for Paris Hilton watches, cosmetics, handbags, and sunglasses.
Industry-wide, sales of prestige fragrances have been faltering. The Fort Lauderdale, Fla.-based Parlux recently announced that in its fourth quarter, net sales skidded 30% to $28.2 million. Sales to domestic department stores, however, gained 7%.