bebe stores, inc. has launched its highly anticipated new fragrance in all U.S. bebe stores. Thanks to a partnership with Milwaukee-based Prolitec, the sensuous new “signature” scent now wafts through select areas of bebe’s stores via the Air/Q™ Adjustable Room Air Freshener™ — a miniaturized and fully programmable version of Prolitec’s ambient-scenting technology, which is already in use at many of the world’s finest hotels, resorts and spas. “Rather than scenting the entire store, bebe is using Air/Q to scent specific in-store areas, such as those around the luxurious visual displays that introduce the new fragrance,” explained Roger Bensinger, Prolitec’s Executive Vice President of Marketing and Business Development. “This allows bebe to marry its visual marketing efforts with the olfactory experience of the fragrance itself — a very powerful combination.”

“With Prolitec’s innovative scenting machines strategically placed in our stores, clients will experience an immediate emotional connection to the scent,” commented Manny Mashouf, Chairman & CEO, bebe stores, inc. “This is a terrific way to reveal our new undeniably feminine fragrance in a subtle yet sensual manner and, based on initial results, we are encouraged by the overwhelming response.” The retailer licensed the new fragrance through France’s Inter Parfums, Inc., which collaborates with noted designers such as Francis Kurkdjian to manufacture and distribute prestige perfumes and cosmetics for the likes of Burberry, Paul Smith, S.T. Dupont and Van Cleef & Arpels. Inter Parfums chose the bebe fragrance for its first-ever foray into automated ambient sampling, said Andy Clarke, President of Inter Parfums USA LLC, Specialty Retail Division. “Ambient scenting is one of the hottest trends in retail, and many companies are keenly interested in new approaches to ambient sampling that are more efficient than, say, paying a person to spray a new perfume on shoppers’ wrists as they walk in the store,” he noted. “At the same time, many retailers do not want any remnant of an in-store fragrance to last on the ready-to-wear clothing they sell. These stores need to be able to control the intensity and range of the automated ambient sampling technology they use to an extraordinary degree. This is precisely what Prolitec’s Air/Q system offers.”