Lori Singer is the president of Parlux Ltd., the prestige beauty and fragrance division of Parlux Holdings Inc. She leads the strategic direction of the company while overseeing the development of its existing portfolio of renowned brands.
 
As a highly regarded executive in the beauty industry, Singer brings a wealth of experience to this Happi Top Company. Prior to joining the company, she spent several years at Coty as group VP of global marketing, where she was instrumental in building successful global fragrance franchises for Calvin Klein, Vera Wang, Balenciaga and Nautica. Most notably, Singer was instrumental in tripling the growth of the Marc Jacobs fragrance portfolio and expanding its digital presence.
 
Singer began her career at Revlon where she developed her passion for beauty working across the skin care, color cosmetics, and fragrance categories. During her extensive career in the beauty industry, she has been named one of the top 50 Women Brand Marketers. She sits on the Board of Directors of Cosmetic Executive Women (CEW) where she was also the recipient of the CEW Achiever Award in 2010.
 
Singer joined Parlux in 2019 bringing her entrepreneurial spirit, superior leadership and passion for innovation to the fragrance company. Leveraging her strengths in brand building, innovative thinking and creativity, Singer is responsible for global brand performance, including marketing and sales strategies across all regions and distribution channels.
 
She took time to chat with Happi about all things fragrance.

Happi: What are the biggest fragrance trends coming up for holiday 2023 as seen in both the industry and at Parlux?
 
LS: The fragrance trends for Holiday 2023 are a culmination of what we’ve seen so far this year, as well as a reflection of the consumers themselves. Beauty has shifted towards being genderless and fluid, and this is especially the case for fragrance. Consumers are looking to purchase scents, either for themselves or to gift, without adhering to the confines of gender. Billie Eilish Fragrances has leaned into this from the beginning, with Eilish and Eilish No. 2 both being unisex scents that can be worn by all. 
 
A trend that has persisted in past years and will always be important for the Holiday season is gift sets. A set, whether it be a fragrance, lotion, or body mist, is always key during holiday as it provides more value for the consumer. This season, Parlux is offering gift sets from Vince Camuto, Kenneth Cole, Tommy Bahama, and Billie Eilish Fragrances.
 
Beauty and fragrance brands also must break through the noise of the holidays to attract consumer attention, and one way to do this is with gift sets or packaging. I am excited that we just announced that Eilish No. 3 will be a limited-edition launch that is timed to holiday, that we think consumers will be super excited about and we’re hoping that this excitement translates across the collection. 
 
Happi: What upcoming Parlux launches in early 2024 are you excited about and why?

LS: In early 2024 we will launch a new feminine scent under Vince Camuto that we expect to do very well. It is a new direction and pillar for the brand and we have even tapped a recognizable face to represent the new fragrance, so we are excited to watch the brand evolve in this regard.
 
Likewise, 2024 is the 20th anniversary of Paris Hilton Fragrances and Paris will be launching her 30th fragrance later in the year, which is a huge milestone for Paris and Parlux.
 
There is of course much more planned across 2024 some of which we can’t yet share, but it’s certainly an exciting time for fragrance and particularly for our brands at Parlux. 
 
Happi: What is it about fragrance that you find special within the vast personal care industry?
 
LS: Within the endless products and segments in the personal care industry, I find that fragrance is the most personal. Skincare, haircare, cosmetics and other personal care segments all encompass hands-on products that are personal to a degree, but fragrance is more intimate and emotionally driven. Scent is the sense that is most closely linked to memory, and it’s incredible how a spritz of fragrance can transport you to a specific place or time. A great example of this is Paris Hilton Love Rush. Paris wore the scent on her wedding day and since then has continued to wear it on dates with Carter because the fragrance reignites memories of their wedding for them both. Fragrance is the only segment that can truly forge a connection to this depth and that will persist for years to come. 
 
Happi: What from your personal experience has shaped your career?
 
LS: My career has always been within the beauty and personal care space, and I gained experience in various positions at Revlon, Calvin Klein, Unilever, Coty, and so on, before joining Parlux. This range of experience shaped my perspective to help me see things from the consumer’s point of view and better address their needs and wants. I have been lucky enough to work on some incredible brands and incredible people, and the varying perspectives I’ve absorbed over the last three decades have allowed me to grow as a person and a professional. I am now bringing these insights into my role at Parlux, which has given me a solid foundation to build upon as we continue to provide what consumers are looking for and grow our footprint in the industry.
 
Happi: What advice would you offer an indie entrepreneur in this field?
 
LS: I would advise indie entrepreneurs in the fragrance space, and in the beauty industry to believe in their authenticity and vision and stick to it. Oftentimes, entrepreneurs look for a white space in the market and develop a brand based on necessity, wanting to create something that is first to market. I don’t necessarily think you always need to do something groundbreaking or disruptive to be successful, if you have a clear direction, purpose, and passion. It’s easy to get swayed in a different direction or distracted by marketing ideas, but it’s important to block out the noise, stay true to your ethos and do what feels right for your brand.