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Tru Fragrance announced Amy Braden as its new director of product development. Braden will oversee new product development, from packaging ideation and scent creation to production and in-store merchandising, helping Tru Fragrance ensure a successful introduction into the fragrance category for new retail partners. In addition she will play an integral role in helping clients build their fragrance and brand extension portfolios, as well as manage execution of Tru’s product development process, working with perfumers, outside vendors and the internal creative team on both the financial and creative side of new product development.
“From developing promotional strategies to new product launches, Amy has extensive experience in nearly every realm of the fragrance world,” said Monte Henige, CEO of Tru Fragrance. “We pride ourselves in offering our clients the smartest and most seasoned team in the business; Amy is truly the perfect match for Tru as she will be tasked with overseeing every step of the product development process for our clients.”
A fragrance expert with more than 20 years of experience, Braden got her start in the industry behind the cosmetics counter at Macy’s. Braden leveraged this firsthand experience to begin building an extensive sales and marketing portfolio that has included positions with Estèe Lauder and L’Orèal, where she managed the launch of Romance, the Ralph Lauren women’s fragrance brand. Most recently, Braden served as senior director for Coty, where she introduced marketing and promotional strategies to build the Euphoria and Calvin Klein franchises and worked on key celebrity brands, including Sarah Jessica Parker, Jennifer Lopez and Gwen Stefani.
“I am honored to join the talented team of professionals at Tru Fragrance and am excited about the opportunity to work with a variety of retailers to create and execute a unique development process for their products,” said Braden. “Tru is a pioneer in fragrance category management, with continued growth spurred by the fact that we offer clients a type of partnership that cannot be duplicated by any other company in the industry. I am excited and proud to join this team.”