BCBG Launches Second Scent and Builds Fragrance Empire


Photo courtesy of WWD
BCBG's Max Azria Bon Chic.


BCBG is stepping up its scent offerings with a fancy new Parisian-inspired fragrance for fall, Max Azria Bon Chic. Along with the new perfume, BCBG inked a deal with Elizabeth Arden in an effort to make the BCBG scents as internationally successful as the rest of the iconic brand's ready to wear line and accessories.

A little more than a year after launching its signature scent with New Wave Fragrances, the brand is looking forward to taking things to the next level with Elizabeth Arden, a global power house in the fragrance arena.

Backed by Elizabeth Arden, BCBG’s goal is to establish itself as a long-term brand in the fragrance world with a series of new scents to continually roll out, according to WWD.

Kathy Widmer, executive vice president and chief marketing officer at Elizabeth Arden said, “Our goal is to innovate alongside the creative mind of Lubov Azria, building a BCBG Max Azria fragrance house in much the same way she has built the fashion house. We want to address the fragrance needs of the sophisticated woman for work, play, night or day.”

With top notes of black raspberry, Asian pear and mango; middle notes of pink peony, violet and orange blossom, and base notes of soft woods, vanilla and cashmere musk, the new Bon Chic scent is a divine blend of sweet and sensual. In a gold bottle capped off with the brand’s butterfly logo blossoming into a flower, the packaging is just as delicately chic.

Priced at $55 for a 1.7-oz. and $75 for a 3.4, the scent is coming to Dillard’s and BCBG stores this month.

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