Max Azria’s BCBG line is gearing up for a fragrance takeover or so it seems, as it prepares to launch a new scent for fall called Bon Chic. The name, which means “good style” in French, hints at a Parisian-inspired scent. With notes of black raspberry, pear and mango on top, BCBG Max Azria Bon Chic promises a sweetness that wasn’t highlighted in the label’s first fragrance. Offering the sensuous scents are peony, violet and orange blossom in the middle, while at the base lie woods, vanilla and musk.
The Bon Chic fragrance, which arrives in a delicately designed flacon, follows the success of its first scent simply called BCBG Max Azria, but carves a trail leading to a larger objective ahead. For its second effort, they teamed up with fragrance powerhouse Elizabeth Arden to license the scent. This also comes in BCBG’s desire to widen its reach and become just as competitive in the fragrance industry as much as they already are in the ready-to-wear arena. With this new partnership, the label is looking to establish itself in the industry by a regular release of fragrance with the help of Elizabeth Arden.
With this gargantuan task of sharpening the competitive edge of Max Azria’s BCBG label in the fragrance industry, Elizabeth Arden is looking at responding to women’s everyday fragrance needs as a way to attain this objective. BCBG Max Azria’s Bon Chic fragrance will be priced at $55 and $75, and will be available at Dillard’s and BCBG outlets this September.
Photo from Fragrantica