21 October 2008, Petaling Jaya – Digital culture with online chatting, blogging, video and music uploading, text messaging and video gaming are all a part of life for any techno-savvy Generation Y-er. Soon, a new name will join the ranks of ‘must-haves’ for Gen Y-ers. Introducing DENIM, an internationally renowned men’s grooming and lifestyle fragrances brand.

DENIM lifestyle fragrances launches in style today at Laundry Bar at Italiannies, one of the most popular live music venues in town. Key executives from the global brand owner - SDL Group Hong Kong & Singapore, celebrities and trade partners attended the launch which was hosted by actor / host Awal Ashaari.
At the media launch, Global Brand Director, Tonya Tan of SDL Group said, “The DENIM brand is for those who love excitement and dare top any challenge in any competition. DENIM is fun, outspoken, daring and adventurous!“

Themed around the needs of discerning young adults who know exactly what they want, the new and redefined DENIM dares to be different with a catchy tagline that is as outspoken as the brand itself; ‘It’s your choice. Take it!’ DENIM’s five unique and refreshing fragrances will be marketed in these cool themes; “Inspire Me!” (Original),  “Thrill me!” (Black), “Excite Me!” (Musk), “Fantasize me!” (Illusion) and “Tease Me!” (Temptation). These refreshing bursts of fragrances are designed to suit the lifestyles of the next xgeneration - Gen Y, a generation that is empowered to embrace individuality and always seeks autonomy in their opinions and behaviour.

Gen Y is an “experience” culture. Gen Y-ers love live music. Gen Y-ers love to watch and participate in reality shows. They are youth who believe “anything is possible”, “I follow MY own dreams”, “I be what I want to be”, and  “I can be MYself”. DENIM Music World serves as a platform for DENIM to link Gen Y consumers with the brand. It is the first of its kind for the brand and has been specially designed for Gen Y-ers to express their original music and for them to be themselves; “to just be ‘Me’”.

Also launching today, DENIMMusicWorld.com is a Web 2.0 search for the most popular independent artiste (solo or band) voted by fans. Over RM25,000 worth of prizes will be up for grabs where the independent artiste with the most votes at a date to be disclosed later, will have one of their original compositions made into a music video!

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According to Mr. SL Ho, General Manager of Cambert (M) Sdn Bhd, “We are confident that DENIM Lifestyle fragrances will be the choice of the Gen Y-ers, because the brand knows Gen Y well, and understands how to reach Gen Y-ers through effective marketing strategies. We are proud to bring DENIM to the youth of Malaysia.”

Sweetyet Development Pte Ltd officially appoints Cambert (M) Sdn Bhd as the sole distributor of globally renowned brand, DENIM in Malaysia today.

Ends.

FACT SHEET

About DENIM Music World
DENIM Music World is a series of music events and activities which offer a platform to independent solo artistes and bands. Open to residents of Malaysia above 18 years old, participants can showcase their original compositions by uploading their original audio music or music video, photos and biography onto www.DENIMMusicWorld.com for fans to vote. Participants will be judged online, based on fan votes. The competition will provide a fantastic opportunity for undiscovered independent artistes from Malaysia to showcase their talent. For details about the competition, log onto the website.

About DENIM
Capturing inspirations from GenNext (Gen Y), the new redefined DENIM collection embodies a diverse range of products from eau de toilette, after shave, shower gel, body spray, roll on and soap. DENIM provides a burst of fresh fragrance that last all day and is ideal for sensitive skin. DENIM comes in five fragrances; ORIGINAL ‘INSPIRE ME’ which is Woody and Spicy, MUSK ‘EXCITE ME’ which has Lemon and Citrus tones, BLACK ‘THRILL ME’ which is cinnamon spicy, ILLUSION ‘FANTASIZE ME’ which has a Lemon of Sicily fragrance and TEMPTATION ‘TEASE ME’ which is of fresh thyme and peppermint. Each variant symbolises a different personality. DENIM is made in Italy. Visit www.DENIMworld.info.

About SDL Group
Headquartered in Hong Kong, the group was established in the early 1980s in the business of Food, Home and Personal Care products, servicing developing markets and duty-free channels. The SDL Group of companies is the result from a merger of European and Asian companies. SDL today has a highly integrated distribution network throughout the world, with 15 offices. Over the past years, SDL acquired 3 brands: DENIM, Asepso and Mazola. The Group’s subsidiary, SDL Pte Ltd in Singapore manages its operations in the Asia Pacific region. The SDL Group also exclusively distributes BRUT in selected markets. It is also the distributor for Borghese Skincare & Cosmetics, and the owner of Sao Paulo Fashion & Lifestyle Products. Visit www.sdl-group.com.

About CODAA Switzerland AG
SDL has licensed CODAA Switzerland AG, a company incorporated in Switzerland, to use the Trademarks throughout the (global) markets with the right to develop, promote, manufacture, and manage all of SDL’s own brands. Visit www.codaa.ch.

About Cambert (M) Sdn Bhd
Cambert (M) Sdn Bhd was set up in 1985 focusing on the marketing of health and Personal care products. Cambert (M) Sdn Bhd was the first company to concentrate on the fledgling health food market and this philosophy resulted in increased business for the company continuously. Today, the company also markets popular personal care brands like Bio Oil, Brut and DENIM besides Kordel's, Juvanex, The Prime, Nutra-Life and Green Magma. All these products are easily available in pharmacies, personal care stores, medical halls, departmental stores, hypermarkets in both West and East Malaysia. More online: www.cambert.com.my.

Corporate inquiries:
Enric Fong, Assistant Brand Manager
Cambert (M) Sdn Bhd
Tel: (03) 5569 3660
Fax: (03) 5569 1720
Email: enricfong@cambert.com.my

Media inquiries:
Jasmine Low, Managing Director
NOVApr – a division of Go International Group Sdn Bhd
Tel: (603) 7727 0093 | HP: 017 623 0288
Email: jasminelow@novapr.com / jasminelow@gmail.com

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