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Bodypower has launched a male fragrance Dedicated By Bodypower

Bodypower, the Midlands-based media business is to compete with the likes of Hugo Boss, Calvin Klein and Armani with new mid-budget male fragrance which launched in September.

Global fitness media business, BodyPower, successfully run the BodyPower Expo event at the NEC, Birmingham, with over 90,000 attendees.

One of a number of successful ventures for British entrepreneur Nick Orton, the new Dedicated By BodyPower male fragrance retails at £29.99 for 100ml.

In the run-up to Christmas this is a fantastic opportunity for the midlands-based company to capitalise on public demand, particularly when compared to leading designer brands up to twice the price.

Orton said: “We’re very confident in the product. It’s taken a lot of research, blind testing and, of course, investment, but Dedicated By BodyPower really encapsulates what our audience of fitness fanatics is all about.
“We want to create something that reflects their lifestyle, almost a community of like-minded people and we’re very hopeful that we’ll see successful sales particularly with the festive season on the horizon.”

Consumers who tested Dedicated By BodyPower said that the fragrance ‘smelt expensive’ and lauded the ‘fresh, strong, masculine scent’.

In 2016, the global fragrance market is estimated to be worth about USD 40.1 billion and with ‘today’s metrosexual male’s desire to both look and smell good’ it certainly pays to have a product to be able to offer – particularly to a niche market that BodyPower has roots in.

The product will be available online initially on

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