October 22, 2008

By By Leila Cobo, Miami

Reggaet?n star Daddy Yankee is launching his own cologne, DY, which will be distributed exclusively in Macy?s stores beginning this month. DY, which was developed by Givaudan Fragrances, is being marketed and distributed via an agreement with Falic Fashion Group (FFG), which in turn is owned by Duty Free Americas (DFA), which owns and operates more than 100 duty-free stores in airports and at borders.

The launch of DY will be supported by a multi-media advertising campaign that includes billboards, print media ads and television spots, as well as billing in the Panasonic giant screen in Times Square.

DY will be sold in 1.7 and 3.4 fluid ounce sizes, retailing for $39 and $49 respectively. A DY deodorant will retail for $14.

Subscribe to Billboard magazine today!