Frederick's Makes Sweet Deal With Simpson

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Frederick's of Hollywood is sweet on Jessica Simpson, and it thinks its customers are, too.


The singer and actress -- along with Dessert Beauty, the fragrance and bath line she created -- will be featured on the back cover of the fall Frederick's of Hollywood catalog. About 3.3 million copies of the issue will be mailed.


Frederick's customers will be able to order the Dessert line through the catalog, on the fredericks.com site and in its more than 150 retail locations.


"Early indicators from our 19-store rollout show that the Dessert line is selling well above projections," said Yolanda Dunbar, vice president of marketing for Frederick's.


Dunbar expects to "see a tremendous response" to Simpson's appearance and the Dessert Beauty line's appearance in the fall catalog.


Merchandise includes Love Potion fragrances, hair and body mists, Sweet Butter Cream, body shimmers, blushing creams, lip gloss, bath bubbles, belly button fragrances, sugar scrubs and body shakes with prices that range from $19 to $45 per item. Each is available in fragrances such as Creamy, Juicy and Dreamy.


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