Bebe to Launch Signature Fragrance

California based Bebe Stores, Inc. will launch it's signature fragrance on August 20th in 212 Bebe stores. In September the fragrance will be sold in 300 Dillard's stores exclusively for six months. This is the retailer's third attempt to sell a fragrance and hopefully the third time is a charm. The company admits previous efforts were not marketed successfully and the sales didn't add up. After the exclusive deal with Dillard's, the company hopes to expand into stores like Nordstrom, Sephora, and Macy's.

The scent comes in three sizes: 3.4 ounces, $65, 1.7 for $49.50 and a mini .33 ounce spray for $12. The 6 ounce shimmer lotion, will retail for $12. The Bebe fragrance comes bottle is heart-shaped and the 3.4-oz. flacon has a heart charm with encrusted pavé crystals. The 1.7-oz bottle comes with a metal heart charm.

The target audience for the Bebe fragrance is 18-34 year-olds who are cool, hip, sexy, and romantic. A provocative advertising campaign for the Bebe fragrance will be featured in Cosmopolitan, Elle, and In Style magazines.