Italian company ITF has unveiled a premier fragrance for Italian fashion label Ext (It Holding) in a strategic move to strengthen the labels youthful image. Called J'S Ext Woman (J'S is a contraction of "Jeans&quot, the scent will launch simultaneously with a new fashion and accessories line of the same name.

The fragrance comes in a glass bottle created by Spanish designer Juan Carlos Rustarazo. The 75ml version is "pierced" by an Ext silver bracelet that fits through a hole in the center of the bottle. The formula, by Jacques Cavallier (Firmenich), is a transparent but lingering fruity floral with a musky base. The press campaign by British photographer Sean Ellis, who also photographed the ads for the J'S Ext fashion line, features a young woman dancing in a nightclub.

J'S Ext will launch in March on its domestic market (600 to 800 doors) and in Italian duty free, as well as in Germany, Austria, the Netherlands, Switzerland, Portugal, Greece, Russia, Ukraine and the Balkan and Baltic states. Rollout will continue in the second half of the year in Belgium, Cyprus and Romania, followed by the US, the Middle East and Japan. France, the UK and Spain will follow in 2006. The product line comprises 25ml, 50ml and 75ml EdP priced at 28, 39 and 55 respectively, plus three bodycare products: 200ml Bath & Shower Gel (16), 200ml Body Lotion (18) and 100ml Natural Spray Deodorant (18).