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Marketing in Brief: MEM

This article was originally published in The Rose Sheet

Executive Summary

MEM: Extending the firm's Love's teen fragrance line with White Vanilla, a "floral vanilla" that has notes of geranium and rose over a vanilla undertone. Print ads will break in the August issue of YM, the September Sassy and November issues of Seventeen, YM and Teen. Tagged, "A Romantic Whisper of White," the ads feature a young woman in a white dress with her face covered by a hat holding a bunch of flowers. The new scent is packaged in a white carton decorated with peach hearts and graphics and dark brown lettering. The clear glass bottle has a white rounded cap and white lettering. The 1.5 oz. and 2.3 oz. Body Mists and 4 oz. Body Spray will cost $10, $12.50 and $4.95, respectively. MEM also is repackaging Love's Baby Soft in a carton resembling White Vanilla's but with dark pink hearts and graphics. The new bottle is clear glass with white lettering, a pink cap and pink-toned juice...
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