Starting May 2007 fragrance lovers can add to their collection when ITC launches their second perfume for women. Called J’S Exte Pop, this new scent, the creation of Jean-Pierre Bethouart is meant to appeal to today’s ‘trendy woman’. The fragrance in keeping with the trendy theme is packaged in a brightly colored bottle and box. J’S Exte Pop will be officially launched in Italy before becoming available elsewhere. The Eau de Toilette comes in two sizes, 25 ml which will retail for €28 ( US$37) and the 75 ml for €55 (US$74).

ITF, a major Italian manufacturer of perfumes, first female fragrance was GF Ferre Lei-Her.