Buckle Launches “Sinful for Her” Eau de Parfum

The first women’s perfume for the Affliction brand, Sinful for Her is available exclusively at Buckle

CHICAGO--(BUSINESS WIRE)--Custom fragrance development company Tru Fragrance today announced the launch of “Sinful for Her” Eau de Parfum, a sexy and edgy new women’s fine fragrance available exclusively at Buckle stores throughout the U.S. and online. The first female fragrance from the Affliction brand, the perfume is an extension of the widely popular Sinful women’s apparel line.

“Through our work with Buckle, Sinful apparel customers now have the ultimate accessory to complete their look and style, a fine fragrance that invokes what they love most about the brand”

“Buckle has become a destination for the ‘Sinful’ girl, so it seemed natural to expand her experience into fragrance. As the exclusive retailer of the Sinful perfume, we can give her something she can’t find anywhere else,” said Melissa Franzen, divisional merchandising manager, women’s merchandising, Buckle. “Like the apparel, the perfume invokes a fierce, edgy energy that resonates well with our customer.”

Inviting flirty temptation, Sinful draws attention from admirers with a lush citrus and tart berry opening of mandarin, grapefruit and darkened raspberry. At its heart, the fragrance softens to a classic floral scent of glistening velvet red rose, creamy gardenia and sparkling mimosa. A drydown of tantalizing, sexy skin-gripping sandalwood, patchouli and fluffy tonkabean exudes a vivacious sensuality but leaves no regrets.

A true statement piece, the perfume bottle is dominated by Sinful’s signature wings in a metalized finish. The Sinful medallion is encrusted with jewels across the front, adding further flair and sparkle to a vibrant pink bottle.

Buckle partnered with custom fragrance development company Tru Fragrance to create the sultry Sinful scent. With more than 40 years of experience developing, manufacturing and marketing custom fragrances for leading retailers worldwide, Tru Fragrance has fashioned other popular fragrances for Buckle, including Affliction, Buckle Black and Crash & Burn.

“Through our work with Buckle, Sinful apparel customers now have the ultimate accessory to complete their look and style, a fine fragrance that invokes what they love most about the brand,” said Monte Henige, CEO of Tru Fragrance. “We have a longstanding relationship with Buckle, utilizing our unique business model to help the retailer build fragrance lines that extend the emotional connection between its consumers and the brands they love.”

Adds Franzen, “Fragrance is a unique point of difference for Buckle and allows us to continue to push exclusivity and newness. We identify brands that appeal to our various shoppers and take it one step further by adding fragrance, offering a variety of choices to keep them engaged and coming back to see what's new in the category.”

Retailing at $49.95 for a 2 oz. bottle, Sinful for Her Eau de Parfum is available exclusively at Buckle stores and online at www.buckle.com starting in May 2012. For a full list of retail locations, please visit www.buckle.com/stores/locator.jsp.

About Buckle

The Buckle, Inc. (NYSE: BKE) is a leading retailer of medium to better–priced casual apparel, footwear and accessories for fashion–conscious young men and women. The Company currently operates over 400 stores in 41 states, under the names Buckle and The Buckle. Buckle markets a wide selection of brand names and private label casual apparel, including denims, other casual bottoms, tops, sportswear, outerwear, accessories and footwear. The Company emphasizes personalized attention to its guests (customers) and provides individual customer services such as free alterations, layaways, and a frequent shopper program. To experience us in person please stop by a Buckle store near you.

About Tru Fragrance

A custom fragrance development company that creates, manufactures and markets private brand fragrances for niche and specialty retailers worldwide, Tru Fragrance (formerly “Romane Fragrances”) develops custom fragrances and scented brand extensions in the fragrance, bath and body, and skincare categories. With 42 years of experience, Tru Fragrance offers custom brand development backed by consumer insight, design and formulation expertise, and extensive marketing and merchandising strategies for independent and boutique retailers, specialty chain stores, online retail and mass merchandisers in every retail price point ranging from $9.99 to $99.00. The company offers an “industry first” category management system that takes retailers through every step of the branded fragrance process including brand interpretation and assessment, research and analytics, creative and formulation development, marketing and merchandising and supply chain fundamentals. To learn more about Tru Fragrance and the Tru story behind the brand, visit www.trufragrance.com or www.facebook.com/TruFragrance.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50310582&lang=en