Playboy is following up plans to release a new energy drink with a dive into the fragrance market. Playboy Enterprises Inc. has teamed up with celebrity scent staple Coty Inc. to launch a new fragrance line for men. Playboy Cologne will debut in Europe, North America, Latin America, and Asia this Fall.

Christie Hefner, Chairwoman of Playboy Enterprises, says:

“Playboy’s rich history of glamour, indulgence and fun, combined with a cutting edge lifestyle creates the perfect formula for a new men’s fragrance line. One of the world’s most recognized and iconic brands, Playboy is known by men and women around the world. We anticipate that this fragrance will quickly become a successful part of our lifestyle brands portfolio at Coty Beauty.”

“With Coty’s global success and impressive fragrance industry expertise, they were clearly the right partner for our fragrance debut. Just as Francois Coty revolutionized the fragrance industry over 100 years ago, my father started a revolution over a half century ago. There is no one better to work with on the development of Playboy’s first global fragrance.”