Beyonce Signs Deal With Hilfiger to Boost Fragrance Division

Hot off the recent announcement of her gladiator style Pepsi commercial with Britney Spears, Pink and Enrique Iglesias, Beyonce has been tapped to help Tommy Hilfiger bring life back into his fragrance business. Beyonce will work with Hilfiger on the development of the fragrance concept and will appear in television and print ads promoting the line beginning in September. She will be paid $3 million for the work.

Tommy Hilfiger says the brand needs "new energy" and went on to say, "The Tommy Hilfiger Toiletries division has seen a rocky road over the last few years. But we believe that aligning the renewed fashion strength of Tommy Hilfiger [with Knowles' participation] will result in increased energy for the fragrance franchise. We still own a substantial equity in the men's and women's fragrance world, and this project is our way of reengaging the consumer with a truly global fragrance concept."

by Steve Hall    Jan-27-04   Click to Comment   
  

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