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Pavion Wet `n' Wild fragrance set to make a splash mid-year.

This article was originally published in The Rose Sheet

Executive Summary

PAVION HOPING WET `N' WILD FRAGRANCE MAKES A SPLASH with its target audience of 18 to 34 year-old women. The firm's expansion of the Wet `n' Wild budget cosmetics line with a scent is slated for mid-year. The fragrance is positioned to appeal to an "unconventional, adventurous" and "outer directed" consumer who is a "savvy shopper on the look for quality," the company said. Pavion is directing the fragrance toward a smaller target group than that for the cosmetics line, which attracts women over 50 on a fixed income as well as younger consumers.
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