Tommy Hilfiger's fragrances are produced in conjunction with Estee Lauder. The first scent, Tommy for Men, was introduced in 1995. Its female companion, Tommy Girl, was launched in 1996. Both scents are best-sellers and have inspired a long series of flankers. Fragrances continue to be an important component of the Tommy Hilfiger brand, and other fragrances, many of which capitalize on the brand's "preppy" and "Americana" associations, have since been introduced.