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In 2004, she released her first fragrance, aptly named Paris Hilton. The scent was such a success that it increased business for her production firm, Parlux Fragrances, by over 40%. The success of her namesake perfume line was followed by other launches, including Just Me, and Heiress. In the fall of 2007 she plans to launch her fourth women’s fragrance line, Can Can. Never one to forget the men in her life, she also created men’s fragrance lines that include Just Me, Paris Hilton Man and Heir.