Designer Parfums adds Playboy brand to its fragrance portfolio

UK based Designer Parfums has announced addition of the fragrance license of the iconic Playboy brand to their existing portfolio of fragrances. the announcement was made by Dilesh Mehta, Chairman and CEO of the brand that is a growing force in the global Beauty category specialising in the development, marketing, manufacturing and distribution of premium fragrances and beauty products. in words of Dilesh Mehta, "We are pleased to be adding Playboy to the Designer Parfums collection of brands. Playboy is an iconic American lifestyle brand with a rich and storied legacy. Our goal is to build on the brand's fundamental principle of freedom, always pushing boundaries and appealing to a new generation of playful explorers as we build for future growth." Founded in 1953, Playboy is one of the most recognizable brands in the world today, enjoying 97%* unaided global awareness. Playboy today continues to defy standards, break norms, push boundaries and ignite conversations across the globe. Playboy has an impressive digital following driven by new lifestyle content with styled millennials as a key target, and generates more than $1.5 Billion in retail sales of Playboy-branded products annually. Playboy fragrances appeal to both men and women for whom freedom and a sense of fun is the essence of life. Designer Parfums has its current portfolio distributed across over 80 countries and covers a spectrum of classics with true heritage alongside designer and celebrity fragrance brands including, Jean Patou, Aigner Parfums, Ghost, Jean Louis Scherrer, and now Playboy fragrances. Designer Parfums expertise spans key fragrance markets including Europe US, Asia and the Middle East.