MILWAUKEE, Aug. 21 /PRNewswire/ -- bebe stores, inc. (Nasdaq: BEBE) 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(TM) Adjustable Room Air Freshener(TM) -- 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. (Nasdaq GS: IPAR), 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."

A sleek, five-inch cube handsome enough to be on display but small enough to be hidden away, Air/Q(TM) is the only fully adjustable room air freshener on the market today. Scent intensity levels can be set from '1' to '50,' to precisely match room sizes and user tastes. The device can also be programmed to start and stop at certain times each day."

Prolitec's patented micro-droplet technology delivers a uniform scent impact with an ultra-low quantity of fragrance in the air -- less than one molecule in every 1 million. "By combining an ultra-low concentration of fragrance with a 'smart' and environmentally sensible delivery system, retailers can communicate to customers with scent as never before," Bensinger said.

About Prolitec

Prolitec (www.prolitec.com) is a world leader in the development and deployment of innovative air-freshening technologies and solutions for aerobiology, indoor air quality and the use of scent as a medium of communication. Clients include retailers, hotels, casinos and other commercial organizations in the US and around the world.

About bebe

bebe stores, inc. designs, develops and produces a distinctive line of contemporary women's apparel and accessories, which it markets under the bebe, BEBE SPORT, bbsp and 2b bebe brand names. bebe currently operates 308 stores, of which 211 are bebe stores, 34 are 2b bebe stores, 62 are BEBE SPORT stores and one is a bebe accessories store. These stores are located in the United States, the U.S. Virgin Islands, Puerto Rico and Canada. In addition, there is an online store at www.bebe.com.

About Inter Parfums

Inter Parfums, Inc. develops, manufactures and distributes prestige perfumes and cosmetics as the exclusive worldwide licensee for Burberry, Paul Smith, S.T. Dupont, Christian Lacroix, Quiksilver/Roxy, and Van Cleef & Arpels. The Company also owns Lanvin Perfumes and Nickel S.A., a men's skin care company. It also produces personal care products for specialty retailers under exclusive agreements with Gap, Banana Republic, New York & Company, Brooks Brothers and as announced above, bebe stores. In addition, Inter Parfums produces and supplies mass market fragrances and fragrance related products. The Company's products are sold in over 120 countries worldwide.

SOURCE Prolitec