Federated Insurance

Although Jessica Simpson and Rihanna are just a few of the celebrities for whom Parlux Fragrances creates branded fragrances, it is still a relatively small operation. The company recently gained a competitive edge with execution improvements despite a major relocation.

Private label products are make up 37 percent of products on the shelves, and the number is expected to reach 41 percent in 2008. As a result, CG companies need a new strategy to compete.