CNN "TalkAsia" has an exciting 3-part special about Indian Premier League Chairman Lalit Modi and the the insanely popular new league he founded that is revolutionizing the world of Cricket.

Watch Lalit Modi: Cricket's billion-dollar brain, HERE.

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The news has already been covered this morning by the UK Guardian, one of the largest publications in the world. You can access this article online, HERE.

We are pleased to report that Perfume.com has once again been selected for listing in the newly published 2008 Edition of the Internet Retailer Top 500 Guide ("IR 500"), the definitive ranking and analysis of America's 500 largest e-retailers based on their sales on the internet.

This is the third consecutive year that Perfume.com -- with just five years of operating history -- has made the Internet Retailer Top 500, and it offers further validation of the power of the destination and its efficient business model which is easily discovered by those seeking to buy top fragrance brands.

Inclusion in the IR 500 is a noteworthy accolade in the online retail industry, akin to the Fortune 500 in the blue chip world. We expect that Perfume.com will be a part of this prestigious list for years to come as we get set to launch the site as a true health & beauty DestinationHub™, improve the site's supply chain and enhance its consumer marketing programs.

For more information on the Internet Retailer Top 500 Guide, please click on the IR 500 image:

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P.S. If you're planning on attending the Internet Retailer conference in Chicago this June, drop by the session Perfume.com is participating in to say hello!  For more information on IRCE 2008, click HERE.

May 15th marks the 5th birthday for the Perfume.com business.  To celebrate this special day with our customers, we're  holding a One Day Sale event (sorry no cake, a logistical nightmare).  Many of our best selling products have been discounted to over 50% off retail prices.  Doesn't everyone love a birthday party with loot bags? 

Five years in the business is an exciting milestone. In this time, our Perfume.com site has changed significantly with the evolution of online consumer behaviour, advancements in the e-commerce shopping experiences, and in the ways we connect with our customers.  I look forward to seeing what the next 5 years will bring.  In the near term, I'm thrilled about what the next 5 months will bring -- exciting changes to the site and new growth opportunities for the business that will kick off in the next 6 weeks. 

Stay tuned...now go fill up those loot bags!  We've got a birthday to celebrate.

I've had the opportunity to work and live in a number of countries throughout my career (including India), yet I had never truly experienced the almost unrivaled enthusiasm for cricket until the last couple of months. As we moved through the negotiation, closing and now execution of the BCCI/IPL deal I have learned a lot about the sport and even more about the passion around the game.

So far the IPL has been an amazing success and has run incredibly smoothly for an inaugural season -- it is after all being managed by IMG (the large American sports marketing company that managed the last soccer world cup, represents Tiger Woods, etc.). The opening ceremonies were like a Super Bowl half-time extravaganza with performers, fireworks and NFL cheerleaders.  What was even more amazing about being there though was the energy and commitment of the fans -- to witness 60,000 cheering and dancing fans, faces-painted, passionately supporting teams that were playing their first game ever in a brand new league was incredible.  Outside of the stadiums the league is also ubiquitous and has clearly grabbed the complete attention of the nation.  During the first week of the IPL it was everywhere -- some of the news television channels were spending more than 50% of their time on the IPL and related stories.  The fusing of the national sport and Bollywood has clearly paid real dividends in India. (note: see here for today's announcement that we have appointed a major Bollywood star, Riya Sen, as the website's brand ambassador: http://entertainment.in.msn.com/bollywood/article.aspx?cp-documentid=1370194)

One interesting development over the last six weeks has been the gradual but ever-increasing spillover of the media coverage and buzz into North America.  It seems as though the world is catching on to cricket and is quickly realizing not only the fun of the sport but the ultimate business opportunity at hand -- multinationals such as Sony, Citibank, Honda, PepsiCo and Mastercard are involved in the league while closer to home Canadian banks such as Scotiabank and RBC have just recently signed on to sponsor Canadian cricket leagues and associations. The media and multinationals are a good indication of a) what consumers want and b) the biggest global trends, and so when media outlets such as the New York Times, Toronto Star, Christian Science Monitor and Canadian Broadcasting Corporation are covering the IPL, it signals the fact that this sport is in true global demand.

Here is a great article from yesterday's New York Times that speaks to this trend. In the photo you will notice the url of our website, www.iplt20.com, prominently displayed in the lead photo -- in the three IPL stadiums I have visited, it is literally plastered all over the place: http://www.nytimes.com/2008/05/07/sports/othersports/07cricket.html?ref=sports

Fresh from scooping the online rights for the IPL and Indian cricket, Live Current Media today announced:

Perfume.com Expands Internationally to Offer Sweet Smell of Savings to Shoppers Worldwide

Please the press release HERE.

Perfume.com already receives thousands of non-US visitors each month, and many have told us they want to shop there. Now, we will be able to serve the very sizable international community of fragrance consumers.

Yesterday, CBC TV covered Live Current Media Inc. and its involvement with the Indian Premier League site (IPLT20.com) powered by Cricket.com. Live Current is enabling passionate cricket fans around the world to connect with the sport as it grows its online destinations into multi-million dollar international businesses.

BTW, the young looking red-haired gentleman being interviewed is Mark Melville, Live Current's Chief Corporate Development Officer, who was the driving force behind our agreement with the IPL & BCCI. Mark was in India for the opening match of the IPL, which he said was spectacular.

Live Current Media's Director of Engineering, Patrick Collison, with younger brother John, was named 'Young IT Person of the Year' at the 2008 ICT Excellence Awards, Ireland's most prestigious awards programme in the Information and Communications Technology sector. You can read the article at the ICT Excellence Awards website.

(And for all our readers/investors, Patrick is the red-haired one on the left. The one in the middle is Patrick's youngest brother, Tommy, who is apparently the smartest of the Collison clan. Unfortunately, we'll have to wait at least 10 years before we recruit him .