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BCBG Max Azria to launch new fragrance

Fashion company BCBG Max Azria Group has signed an agreement with manufacturer and distributor New Wave Fragrances to launch a new BCBG Max Azria perfume for women in March 2011. The new fragrance will be launch at more than speciality stores in the US with an international roll-out to Europe, Japan, South Korea, Canada, Mexico, Australia, South America and duty-free stores in the US and Caribbean also planned.

BCBG Max Azria Group founder, designer and CEO Max Azria said: “We are thrilled to be partnering with New Wave Fragrances. Their expertise in the beauty arena and creative vision make them the perfect match as our fragrance licensee."

New Wave Fragrances chairman and CEO Salo Lekach added: “Since [its] inception three short years ago, New Wave has positioned itself as an innovator in the world of fragrance development and distribution. This relationship with BCBG Max Azria gives New Wave the opportunity to translate Max and Lubov Azria’s creative and fashion vision into fragrance.”

The packaging of the new BCBG Max Azria fragrance will be designed by packaging designer Lance McGregor and BCBG Max Azria Group chief creative officer Lubov Azria. The signature scent will be created by master perfumers from Givaudan, the world’s largest essential oil producer for fine fragrances.