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Marketing in Brief: Lalique Parfums U.S.

This article was originally published in The Rose Sheet

Executive Summary

Lalique Parfums U.S.: In the "planning stages" for the development of a new women's scent, the newly created fragrance division of the French Crystal house says. Also, as part of its new marketing strategy for the brand, the firm is commencing its first national ad campaign for Lalique since the campaign that launched the women's scent in 1993. Print ads will break in September in Vogue and Elle and appear in the November issue of W. In-store promotions will include an appearance by Mme. Lalique at the Short Hills and Old Orchard Bloomingdale's on Oct. 18 and 19, respectively. The fragrance division was created as part of the changeover of distribution for the Lalique brand from Sanofi to Lalique on July 1. Lalique Parfums is assuming marketing responsibility for the brand, while sales distribution will be handled by AdiPar. Lalique is headed by Robin Ames, a 15-year industry veteran whose most recent position was with Jean Patou...
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