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Photo Release -- New Fragrance Salutes America's Troops, With Style

Globe Newswire

NEW YORK, Dec. 10, 2014 (GLOBE NEWSWIRE) -- Dana announces the launch of a new line of fragrances to honor and support America's troops. The new line, called Valor, is the first fine fragrance specifically created to celebrate our troops and champion the American Dream for a new generation.

A photo accompanying this release is available at

Inspired by the U.S. Military's Medal of Honor, the look and feel of Valor pays homage to America's heroes with style and distinction. The sophisticated packaging has clean modern lines with a fashionable military-inspired design. The initial launch will feature a new men's fragrance available in stores this Fall 2014 and a portion of the sales will be donated to organizations that support our troops.

"This initiative has been a passion of mine for some time," says Lynn Tilton, Owner and CEO of Patriarch Partners LLC, the New York-based private equity firm whose investment funds manage Dana. "Valor is more than a fragrance – it's a celebration of our troops and our values. It's about making a difference, giving more than you take, and breaking down barriers. That's what our men and women in uniform do every day and that's what Valor stands for."

To bring this vision to life, Dana commissioned Master Perfumer Carlos Vinals to create a unique signature fragrance for the brand. "The management team wanted the fragrance to symbolize strength and confidence, but they also wanted it to be very approachable, and of course, sexy," says Vinals.

The result is a vibrant Oriental Woody with a modern combination of citruses and sexy spices. The top notes showcase an intriguing blend of bergamot, pomegranate, and lemon zest, with mid notes that highlight cardamom with a hint of aged bourbon. The fragrance finishes with warm base notes featuring Virginia cedar and dark amber.

"Valor is a fantastic fragrance. It offers luxury, quality, and design at an affordable price," says Terrence Moorehead, CEO of Dana. "Inspiration came from our troops who always go above and beyond. The color of the packaging is the exact color used in the actual ribbon on the Medal of Honor. The color has been infused in the bottle to represent the idea that courage, honor, and bravery come from within, they're not superficial. It's a subtle form of recognition and our way of acknowledging that we have the best troops in the world."

According to Gallup, the U.S. military continues to be the highest-rated U.S. institution with almost half of all American households having someone who has served in the military.

The product line includes a 100 ml men's EDT and a complete range of luxury grooming products at affordable prices. The grooming products include: body sprays, a moisturizing body wash, an antiperspirant, a moisturizing bar soap, and men's shave products. Prices range from about $5.00 for a 16 oz Body Wash to $28 for the 100 ml EDT fragrance. The fragrances will be available in stores for holiday 2014, while the grooming products are planned for release in the spring of 2015. A women's launch is also planned for 2015. All of the products will be made in America.

For more information, go to

About Dana

Founded in 1932 by Javier Serra, Dana is home to some of the world's most famous and enduring brands. The company has operations in more than 15 countries around the world and is looking to expand its portfolio to include a broader range of beauty products. Dana is managed by Patriarch Partners LLC, the largest woman-owned business in the USA.

The photo is also available via AP PhotoExpress.

CONTACT: Chris Rosasco, VP Marketing at: or June Amira, Director Beauty Marketing & Product Development at: Classic Fragrances, Inc.