Flare Fragrance Company began in 1955 as a small manufacturer of women's perfumes and is now the fourth largest player in the women's fragrance market. Their most popular brand, Loveliest, was created in 1975 and was the company's sole focus for some time. Flare launched its next brand, Awash, in 1996 and has launched a new brand every two to three years, six in total. Each of these brands was released under the Loveliest brand. 93% of all Flare Fragrances sales come from sales of these six brands, the remaining 7% come from sales of scented products based on the individual fragrances. These products include items such as soaps and shower gels and are sold only through department store channels or sold as part of a gift set. Flare Fragrances' greatest strength is selling prestige products through mass markets. The US consumer population spent $5.7 billion in 2007 on all fragrances for both men and women. Of this total, $3.8 billion was generated by the sale of women's fragrances, representing 66.6% of the market. Flare Fragrances managed to generate 9.5% of this total behind three other companies, Depuls, Suzanne and Aromatique, all with market shares ranging from 11.5% to 15.6%. Flare is expected to achieve a 0.5% increase in market share in 2008, which is respectable considering the overall 3% decline the market is experiencing. Flare has been selling its products in high-end and mid-level department stores for decades. In the late 1970s they moved into private pharmacies, and in the 1980s they moved into mass markets, including discount stores such as JC Penney, Target, and Wal Mart. Flare has since become a major player in the discount department store arena. Their main brand Loveliest...... middle of paper...... to separate is to expand the product not only to women but also to men allowing them to move towards capturing part of the 33% of the market where Flare does not currently compete, potentially resulting in higher sales, revenue and ultimately higher profits. Ultimately, by creating an entirely new brand around the "SAVVY" name, the company will expand it into new territory where it has the knowledge and resources to compete and ultimately dominate just as they do with the most popular product brand. beautiful that consumers have learned to love. Expansion into mass markets, a new demographic and new products along with male targeting give Flare the potential to go from number four in the industry with 9.5% to become number one surpassing its number one competitor "Aromatique " which obtained 15.6% of the overall market. You are “EXPERT?”