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Marketing in Brief: Yves Saint Laurent

This article was originally published in The Rose Sheet

Executive Summary

Yves Saint Laurent: Sanofi Beaute division considering bringing Opium Pour Homme, the brand's newest men's scent, to the U.S. in early 1996 following its debut in Europe this fall. Centering around the main note of fresh bourbon vanilla (extracted from ebony vanilla bean) the scent's "distinctly wild" top note evokes black currant and Chinese star aniseed, which gives way to a heart comprising Chinese galanga and Szewchwan pepper. The base features Indonesian patchouli, sandalwood from Mysore and gaiac wood as well as the scent's "unique signature" of South American tolu balm combined with atlas cedar, the firm says. The collection includes eau de parfum and eau de toilette sprays as well as aftershave lotions, shower gel and deodorant. Packaging resembles that of the women's scent, Opium; the outer carton is navy with red trim and gold highlights and the bottles are navy and gold...
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