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Marketing in Brief: Lancome

This article was originally published in The Rose Sheet

Executive Summary

Lancome: Cosmair division launching Poeme in the U.S. in 1996. The white floral Firmenich-supplied scent will bow in Europe and the Middle-East this September and October, respectively. Poeme comprises seven SKUs including .25 oz. and .5 oz. parfums that will sell for FFr 440 (about $90) and FFr 670 (approximately $137), respectively, the company says. A 50 ml eau de parfum will be priced at roughly $62 and a 100 ml edp at $92. The Poeme flacon is "prism-shaped" with a gold-toned cap, and the outer packaging is yellow, Lancome states. Juliette Binoche will be the spokesmodel for the fragrance ("The Rose Sheet" May 8, Marketing In Brief)...
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