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Marketing in Brief: Live

This article was originally published in The Rose Sheet

Executive Summary

Live: Ann-Arbor, MI-based Wilshire Fragrance will launch its third niche fragrance Oct.1 exclusively at Camelot Music's 500-store chain. The unisex scent is a "contemporary mix of mandarin, lavender, lemon and spearmint enhanced with middle qualities [of] jasmine, nutmeg, apple and black pepper," the company states. Live print ads tagged "Bold, uncompromising and fearless," feature spokesmodel Anna Nicole Smith. The ads are scheduled to run in November and December publications. Smith also will make public appearances to support the launch and will participate in an American On Line Chat Line Oct. 20. A five ft. display of Smith with the tagline "Live" will be placed at each Camelot branch. Wilshire also will run "limited" scent strips in Smith's calendars, the company says. A 3.4 oz. edt is priced at $20, while 1.7 oz. sells at $12...
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