"America has had 41 presidents . . . but only one King." This statement is part of the advertising campaign for the Elvis line of fragrances that made its debut on Jan. 1 in honor of "the King's" 56th birthday.

Presley was born Jan. 8, 1935, and died Aug. 16, 1977, at age 42. But many of his fans all over the world have kept him very much alive.One of his most ardent fans is Randy Knox of West Valley City. He's president of the Elvis Memorial Museum and Elvis Presley Fan Club. Last Tuesday, on Presley's birthday, Knox set up a display of memorabilia outside the south entrance of J.C. Penney at Valley Fair Mall. The display included many photographs, portrait paintings, tapes and copies of the Graceland Express, a quarterly newsletter still being published. There were also magazines about Elvis from many foreign countries.

Knox's two sons, Ernie James, 13, and Brandon Elvis, 11, were on hand to help their dad.

Although the display has now been dismantled, fans can stop by Knox's home (1220 W. Parkway Ave., West Valley City) between 6 p.m. and midnight through Friday, Jan. 11, where they can view the and order photographs.

Naturally, milling around the display were some of Presley's fans. One of them was Sylvia Wade, president of the "Elvis, Thanks for the Memories" fan club. She gave me a copy of her latest newsletter, which she publishes monthly. It begins, "Well, it's 56 years later and our memories are still as strong as they were."

Some things are even stronger - such as the new Elvis fragrance. It was developed for Elvis Fragrances Inc. by Roure, one of the world's foremost fragrance houses and creator of many famous fragrances.

Elvis Fragrances Inc. is a division of Trend Media Inc., the company that markets and manufactures designer fragrances such as Adolfo, Adolfo Classic Gentlemen and Albert Nipon.

Trend Media was seeking a fragrance specifically for all the King's men - one "that would evoke the legendary idol's unique personality." Pat Scheper, executive vice president of marketing, said, "We wanted a cologne that suggested the charismatic energy Elvis embodied. It had to be invigorating, exciting, sultry, masculine and everlasting . . . like Elvis himself."

Roure describes the fragrance as "a fresh, contemporary, masculine blend of herbs, woods and amber." Then the description becomes flowery: "The sparkling introduction bursts with crisp notes of cypress, armoise, sage and lavender. The heartnote pulsates with extracts of precious woods: patchouli, vetiver, sandalwood and fir balsam. Warm amber and musk blended with smouldering encens and oakmoss create the haunting, sensual residual of this unique creation."

That's quite an introduction. You, the consumer, will have to decide if the scent measures up to that description. You'll have to answer such questions as "Is Elvis for all the King's men?" or "Is Elvis the perfect gift for the king in your life?"

Elvis cologne, as well as cologne spray, after shave and razor relief, are now available at J.C. Penney and other fine department stores nationwide.