ALERT .... PRFM
ALL
05/03 09:52 Perfumania Signs an Exclusive Licensing Agreement With WCW -- World
Championship Wrestling - to Launch a New Fragrance
MIAMI (May 3) BUSINESS WIRE -May 3, 1999--
WCW Brand Fragrance Is to Become the First Major Internet
Fragrance Launch in the USA
Perfumania, Inc. (NASDAQ:PRFM), the nation's largest perfumery chain,
announced today that it has signed an exclusive licensing agreement to
manufacture and market a new upscale fragrance line to be jointly
created and promoted with the WCW (World Championship Wrestling), a
Time-Warner/Turner Broadcasting System enterprise, in time for the new
millennium.
The agreement establishes the framework for a completely futuristic and
innovative marketing program.
Mr. Ilia Lekach, Chairman and Chief Executive Officer of Perfumania,
said, "The combined marketing efforts of WCW, Perfumania's webstore and
the 288 Perfumania retail stores will revolutionize the sale of perfume
the way Fred Hayman did when he first came out with his perfumed ad
inserts for Georgio Beverly Hills."
The WCW upscale fragrance line will initially be sold through the
company's Internet webstore. The launch will be supported by the cross
marketing relationship with Perfumania's 287 retail stores and the
advertising and promotions directed to WCW's 35 million loyal
television viewers in the U.S. who watch weekly matches on TBS and TNT.
Mr. Lekach continued, "Brand recognition of the WCW fragrance will be
accomplished by the combined cross marketing efforts of Perfumania and
WCW. The fragrance will have tremendous visibility reaching millions of
shoppers through Perfumania's webstore, its 287 retail stores and the
35 million WCW fans."
The professional wrestling phenomenon has generated over 200 licensees
for WCW including Capital One, Hallmark and Toybiz. There are over 300
live arena-wrestling events a year throughout the United States, Japan
and Europe which will facilitate Perfumania's sampling programs.
In addition to TV promotions and advertising, WCW promotional
opportunities could involve personal appearances by wrestling
superstars.
"This brand," Mr. Lekach said, "will be driven by electronic media
promotions and special events. In addition, this agreement provides
Perfumania with the opportunity to cross-market with other WCW
licensees in order to further build brand awareness and stimulate
business for fragrance and the other licensed products through contests
and other tie-ins with WCW-sponsored events."
WCW Director Casey Collins spoke enthusiastically about the marketing
alliance with Perfumania. "Our champions like Bill Goldberg and Kevin
Nash are really pumped about promoting a WCW branded fragrance."
Perfumania plans to utilize traditional fashion print advertising
campaigns in male-oriented publications including GQ, Sports
Illustrated and POV. The fragrance will first be available to
Perfumania's Internet webstore where customers will be able to
pre-order the new fragrance in November, in time for Christmas
delivery.
Perfumania, Inc. is a leading specialty retailer and wholesale
distributor of a wide range of brand name and designer fragrances with
approximately $180 million in annual sales. The Company operates a
chain of more that 288 retail stores specializing in the sale of
fragrances at discounted prices up to 70 percent below the
manufacturer's suggested retail prices. The Company's wholesale
division, one of the largest in the United States, distributes
fragrances and related products to national and regional chains and
other wholesale distributors throughout North America and overseas.
This press release contains forward-looking statements that involve
risks and uncertainties that could cause actual results to differ
materially from those set forth in the forward-looking statements. Such
risks and uncertainties are described in the Company's filings with the
SEC, including its Registration Statement on Form SB-2.
This release and prior releases are available on the KCSA Public
Relations Worldwide website at www.kcsa.com.
-0- emb/ny@
CONTACT: Perfumania Inc., Miami
Ilia Lekach
(305) 889-1520
or
KCSA Worldwide, New York
Joseph A. Mansi/Mark Schwartz
(212) 896-1205/(212) 896-1220
www.kcsa.com
or
WCW
Janna Silverglade
(212) 758-7666 x 211
KEYWORD: FLORIDA
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