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Marketing in Brief: Donna Karan

This article was originally published in The Rose Sheet

Executive Summary

Donna Karan: Extending the Donna Karan New York Bath & Body line with DK naturals. The products use the same formulas as the original line, according to the company. Made with natural ingredients including moisturizing Plantel Blosomes EFA, a naturally derived plant oil exclusive to the company, the original line bowed in July 1994 ("The Rose Sheet" May 30, 1994, p. 4). Taking "a fashion approach to bath products," the company has packaged the four-SKU line in "a pale, neutral exterior to suit light toned vanities and decors," the company says. The naturals line comprises a 6.7 oz. Cashmere Body Lotion and Washed Silk Body Cleansing Lotion, a 5 oz. Velvet Body Cream and a 4 oz. Chiffon Body Powder. Prices range from $35 for the powder and cleansing lotion to $65 for the body cream...
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