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Lidl UK Launches Male Fragrance After Success of Madame Glamour Perfume

LONDON, September 20, 2012 /PRNewswire/ --

- With Photo

Lidl has launched a brand new male fragrance in response to enormous public demand after the success of its female fragrance Madame Glamour last year. Retailing at £3.99 for 50ml, the new Lidl fragrance G.Bellini X-Bolt beat leading designer brands up to ten times the price in a blind test by 108 people carried out in Mayfair in June. Consumers preferred Lidl's fragrance in the blind test, choosing it over David Beckham Homme, Dior Homme, D&G The One, and Hugo Boss Bottled as the perfume they would most want to buy.

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In the test, Lidl's own label fragrance scored an average of 6.2 out of ten. Beckham scored 4.8, Dior 5, and D&G and Boss scored 5.6. Male participants described the fragrance as "expensive smelling", while female participants lauded the "fresh masculine fragrance".

Lidl spokesperson Georgina Hall, says "We had the most incredible response to our female fragrance when we launched that last year so we knew we had to create something really special that would blow people away again. We've definitely achieved that with the X-Bolt because it's already proven a massive hit with customers since it launched two weeks ago."

The global market for fragrances and perfume is set to reach £20 billion by 2015 with the male fragrance market also predicted to grow rapidly with suggestions that this is motivated by "today's metrosexual male's desire to both look and smell good"¹. But, according to Mintel, three in ten Britons think that fragrances are overpriced, which may explain the stampede to pay less for a high quality fragrance like X-Bolt!

Available nationwide: G. Bellini X-Bolt £3.99 for 50ml


¹Fragrances and Perfumes Market report by Global Industry Analysts Inc.

Note to Editors:

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