FOR IMMEDIATE RELEASE TRACTENBERG & CO.
SUSAN GOLDBERG
SARAH PARKER
212.929.7979

INTRODUCING POWER BY FIFTY CENT
A NEW FRAGRANCE FROM ONE OF HIPHOP’S MOST POWERFUL PLAYERS

THINK: The singular scent of power.

WHAT IT IS: A fresh glimpse at the life and times of Curtis Jackson. After first learning about wielding power on the streets, Curtis Jackson, a.k.a. 50 Cent, broke into the rap game to use that power for good. Rising from the streets to become a celebrated artist, unrivalled entrepreneur and generous philanthropist, 50 Cent is living proof of how power can be used positively. With the launch of his new fragrance, Power by fifty cent, the icon is empowering millions of fans to choose the same path and find the courage to make an impact.

Recognized as one of the most visionary and prolific artists of his time, 50 Cent has relied on his street smarts to elevate him from entertainment powerhouse to entrepreneur extraordinaire. More than a multi-talented mogul, 50 Cent is the embodiment of fearlessness: By trusting the instincts that helped him survive on the streets, 50 Cent let go of fear and skyrocketed to achieve the tremendous success he boasts today. This invincibility and empowerment are at the heart of Power by fifty cent, a potent new scent that captures the icon’s unparalleled confidence, street savvy and limitless power.

“For me, power isn’t just something you learn on the street or in the boardroom—it’s a way of life,” explains 50 Cent. “I really wanted to bottle up the rush it gives you so my fans can make it a part of their lifestyle.”

Strong, masculine and powerful, the scent is composed of a tonic freshness built with green citrus fruity notes juxtaposed against a musky, woody background. Top notes consisting of lemon leaves, black pepper and Artemisia are followed by a heart of dark woods, coriander and nutmeg with a drydown of patchouli, musk and oak moss. Developed by fragrance house Firmenich, the scent evokes both the grittiness of 50 Cent’s origins and the heady rush that accompanied his rise to power.

Power by fifty cent is captured in a bold, dark bottle created by the design firm, Maesa. The bottle is capped with an imposing top rimmed with pillars, reinterpreting a timeless sign of power for a modern age. Grommets and metal hardware evoke the strength and permanence of the fragrance enclosed within, making a powerful statement.

WHAT IT COSTS: 1.7 oz Eau de Toilette, $50.50; 3.4 oz Eau de Toilette, $68.50; 3.4 oz; 2-piece gift set includes 3.4 oz Eau de Toilette and 3.4 oz Aftershave, $68.50

WHERE TO FIND IT: Exclusively At Macy’s beginning November 2009

ABOUT LIGHTHOUSE BEAUTY: Uniting the managers of high-profile celebrities with developers and distributors of luxury fragrances, Lighthouse Beauty represents a novel 360º approach to translating the unique appeal of celebrity into a brand, giving consumers a piece of their favorite stars. Harnessing the power of celebrity like never before, Lighthouse Beauty is a one-stop shop for brand creation and distribution. The venture provides clients with an arsenal of skilled professionals that can not only strategically develop a beauty product, but also capture the celebrity in the product in a way that is simultaneously accessible and aspirational because of the Lighthouse Beauty’s unique capabilities.

FOR MORE INFORMATION PLEASE CONTACT:
SUSAN GOLDBERG/SARAH PARKER
TRACTENBERG & CO.
212.929.7979