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Perfumania creates celebrity scents

Tommy Bahama's For Him, Nude by Rihanna, Ivanka

Tommy Bahama's For Him, Nude by Rihanna, Ivanka Trump's Ivanka Trump, and Fiori by Vince Camuto are four of the new Spring 2013 fragrances launching by Perfumania Holdings Inc and Parlux Ltd. in Manhattan. Photo Credit: Nancy Borowick

Perfumania Holdings Inc. wants to vault itself into the big leagues, but the path there involves some growing pains -- including a toll on the company's stock price.

Three executives involved in developing and marketing fragrances
Photo Credit: Nancy Borowick

Three executives involved in developing and marketing fragrances are, from left, Pat Beh Werblin, Parlux vice president of public relations and digital marketing; Diana Espino, Parlux vice president of marketing and brand development; and Jennifer Mullarkey, Perfumania vice president of fragrance and product development. (April 4, 2013)

In Manhattan at Perfumania, a major stage in
Photo Credit: Nancy Borowick

In Manhattan at Perfumania, a major stage in fragrance development is the intensive testing and smelling of oils and already developed scents using strips of paper. Using paper is helpful at this stage because if tested on skin, other scents from soaps and lotions could interfere with the process.

At the Perfumania Holdings Inc. offices in Manhattan,
Photo Credit: Nancy Borowick

At the Perfumania Holdings Inc. offices in Manhattan, Jennifer Mullarkey, VP of Fragrances and Creative Development, or the "nose," tests small samples of various scents that will go into the development of the many perfumes they will produce and market at the company.

In Manhattan, Perfumania and Parlux Ltd. work together
Photo Credit: Nancy Borowick

In Manhattan, Perfumania and Parlux Ltd. work together to develop and promote dozens of fragrances, like Fiori by Vince Camuto.

Diana Espino, Global VP of Marketing and Brand
Photo Credit: Nancy Borowick

Diana Espino, Global VP of Marketing and Brand Development for Parlux, flips through images from a recent photo shoot of singer Rihanna for her new spring perfume, Nude by Rihanna, in the conference room of the Perfumania Holding Inc. offices in Manhattan.

Nude, by Rihanna, is one of the many
Photo Credit: Nancy Borowick

Nude, by Rihanna, is one of the many fragrances that Perfumania Holdings Inc. and Parlux Ltd. in Manhattan have developed, from the packaging and design of the bottles to the advertising campaign and marketing strategy. (Apr. 4, 2013)

In Manhattan, Perfumania and Parlux Ltd. work together
Photo Credit: Nancy Borowick

In Manhattan, Perfumania and Parlux Ltd. work together to develop and promote dozens of fragrances, including one for Ivanka Trump

Like every fragrance in development, the packaging and
Photo Credit: Nancy Borowick

Like every fragrance in development, the packaging and design of Tommy Bahama's For Him fragrance went through many phases of changes and modifications, as seen in these layouts, from the color tone of the packaging to the design of the fish icon. This is one of the many fragrances launching with Perfumania Holdings Inc and Parlux Ltd in Manhattan.

Tommy Bahama's For Him is one of the
Photo Credit: Nancy Borowick

Tommy Bahama's For Him is one of the new fragrances for the Spring 2013 season developed and marketing by Perfumania Holdings Inc and Parlux Ltd. in Manhattan.

In Manhattan, Pat Beh Werblin, VP of Advertising,
Photo Credit: Nancy Borowick

In Manhattan, Pat Beh Werblin, VP of Advertising, PR and Digital Marketing at Parlux Ltd. within Perfumania, always stays connected to the media and her brands by utilizing social media platforms and thinking creatively, like temporary tattoos scented with Rihanna's new fragrance Nude that are passed out at her concerts.

One creative branding and marketing idea at Parlux
Photo Credit: Nancy Borowick

One creative branding and marketing idea at Parlux Ltd at Perfumania in Manhattan are temporary tattoos that are scented with Rihanna's Nude fragrance and passed out at her concerts.

Tommy Bahama's For Him, Nude by Rihanna, Ivanka
Photo Credit: Nancy Borowick

Tommy Bahama's For Him, Nude by Rihanna, Ivanka Trump's Ivanka Trump, and Fiori by Vince Camuto are four of the new Spring 2013 fragrances launching by Perfumania Holdings Inc and Parlux Ltd. in Manhattan.

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