Romane Fragrances rebrands to Tru Fragrance, effective immediately; name Tru Fragrance a 'better reflection' of who company is, 'a company that understands the intricacies and dynamics of the fragrance space,' CEO says

CHICAGO , November 3, 2011 (press release) – In a strategic move to better position the company as a true leader in the fragrance space, Romane Fragrances announces today that it is re-branding to Tru Fragrance. A fragrance development partner that creates, manufactures, launches and markets private fragrance brands worldwide, the company provides retailers unique opportunities to intimately connect with consumers, unlocking enormous and untapped category potential. Backed by 42 years of experience, Tru Fragrance offers extensive distribution for independent and boutique retailers—both domestic and international—specialty stores, online retail and mass merchandisers. The new name takes effect immediately, in conjunction with the launch of a new website,

“Our rebranding initiative—our mission really—is about telling the true story of fragrance and the enormous power it holds in helping retailers amplify their brand and bolster their bottom line,” said Monte Henige, CEO of Tru Fragrance. “The name Tru Fragrance is a better reflection of who we are—a company that understands the intricacies and dynamics of the fragrance space, as well as the needs of the retailer and is hugely passionate about how custom scents and branded product extensions create genuine connections with consumers.”

Under the new Tru Fragrance moniker, the company will merge four decades of industry knowledge and consumer insights with a modern approach that harnesses the romance and fashion required to successfully develop and market private label fragrances ( today. Tru Fragrance drives this process by using proprietary research and key learnings from successful partnerships with more than 75 brands. Unlike any other retail category, fragrance products have the ability to make both a visual impression and create a scent footprint in the minds of consumers.

Tru Fragrance’s solution-based business model helps retailers enter the category quickly, bringing exclusivity to their brand. In addition, it offers unique opportunities to maintain a consistent presence that combats traditional retail roadblocks linked to seasonality. As a result, Tru Fragrance clients experience a higher percentage of retail revenue—significantly more than most even imagine—increased units per transaction, stronger margins, larger ticket sizes and customized opportunities that build loyalty.

“Fragrance is an essential beauty product that emotionally and magically connects to a person, unveiling their true personality and passion points,” said Paul Leroue, chief marketing officer. “At the same time, retailers today are looking for transparent and pure ways to engage with consumers. The daily ritual of putting on perfume or cologne creates an ongoing touch point that very few products provide, making it one of the most consistent and intimate connections any brand can make.”

Tru Fragrance private, custom and licensed cologne and perfume products ( can be found at specialty retailers, online and in mass merchandisers. The company works with high profile retailers across the nation in the men’s, women’s and teen fragrance markets offering highly targeted fragrance selections that resonate with each retailer’s unique consumer.

In addition to changing its name and launching a new visually compelling, content rich website, Tru Fragrance will move into new headquarters located just west of Chicago, complete with state-of-the-art showroom, a complete warehousing and distribution facility and a creative development center.

About Tru Fragrance

A leading fragrance development company ( that creates, manufactures, launches and markets private brand fragrances for retailers worldwide, Tru Fragrance (formerly “Romane Fragrances”) develops custom fragrances and brand extensions in the personal scent, bath, body and skincare categories. Backed by 42 years of experience, Tru Fragrance offers complete development and distribution services for independent and boutique retailers—both domestic and international, specialty stores, online retail and mass merchandisers, in retail price points ranging from $9.99 to $99.00. The company offers an unmatched vertical integration process that takes retailers through every step of the branded fragrance category, including, research and analytics, creative development, marketing management, supply chain fundamentals and category management. To learn more about Tru Fragrance and the True story behind the brand, visit or find Tru Fragrance in Facebook (

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