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Parfums Givenchy Insense Ultramarine sailing into U.S. via test market.

This article was originally published in The Rose Sheet

Executive Summary

PARFUMS GIVENCHY TESTING THE WATERS WITH INSENSE ULTRAMARINE men's fragrance in three regional U.S. department store chains. In considering a potential U.S. launch, the company currently is test marketing Insense Ultramarine in select doors at Rich's in the Southeast, The Broadway in the West and John Wanamaker in the East. The trial run is being supported by in-store sampling. A counterpart of the company's Insense fragrance, Insense Ultramarine was introduced in Europe last fall where the firm said it is doing "very well."



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