Queen Latifah Launches Signature Scent

Queen Latifa-QueenShe can sing, she can act, and she can sell plenty of cosmetics. Now Queen Latifah will see if she can sell high-end perfume, too -- Queen by Queen Latifah will hit shelves of U.S. department stores this fall, and roll out internationally soon after.

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%.

2 comments about "Queen Latifah Launches Signature Scent ".
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  1. Rick Falls from RGIM Intl, June 22, 2009 at 9:19 a.m.

    I think that this lady is golden.

    Anything she touches will be golden as well.

    I think women everywhere should take note of her personal confidence, her beauty, and her self assured smile.

    I have a role in my upcoming movie for her.

  2. Langston Richardson from Cisco, June 22, 2009 at 5:41 p.m.

    For those of us who walked the streets of New York or the Pen Relays who may have been able to stand within a few feet of Queen Latifah and now see her rise in media can feel close to the success that she has accomplished.

    She speaks to the everyday woman who also wants glamour. Breaking barriers once again.

    Twitter: @MATSNL65 @lazbro

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