Ralph Lauren Polo Sport Woman includes Sculpt, Scrub and Finish skin "fitness" products.
This article was originally published in The Rose Sheet
Executive Summary
RALPH LAUREN PUMPING UP POLO SPORT WOMAN WITH $20 MIL. AD/PROMO campaign in 1996 to support the February launch of the com-pany's newest women's scent. The Cosmair division is allotting $15 mil. for TV, print and outdoor campaign's, with the remaining $5 mil. dedicated to promotional programs. The fitness positioning of the fragrance will be emphasized in the ads with the tagline, "architecture of a beautiful body." Both the TV and print ads will be shot by photographer Bruce Webber and will feature model Bridget Hall. The campaign is being developed by New York City-based Carlson & Partners.