Shades of Fragrances, a new fragrance branding company and subsidiary of Shades Holdings, Inc., has named David H. Schwanz its president, efffective immediately.

Schwanz is formerly of Elizabeth Arden, and has over 25 years experience. He has been instrumental in the launch of a number of successful top selling fragrance brands, including Ed Hardy, True Religion, BCBG Max Azria, Fred Hayman Beverly Hills, Perry Ellis, Guess? and Paris Hilton.

“We are building our fragrance division around David’s leadership, which will bring a portfolio of prestige brands for us to develop into fragrances,” said Lucien Lallouz, CEO and executive chairman of the Board of Directors, Shades Holdings.

Lallouz continues, “David’s experience, creativity, and leadership will play a pivotal role in the future for us, by further developing synergistic partnerships and strategic branding initiatives with fashion designers and established brands. He is a well-respected industry veteran with impeccable credentials, experience, and enthusiasm, and we are thrilled to have him lead Shades of Fragrances into the fragrance industry.”