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Fragrance "packaging and positioning" are key to successful marketing-- Giorgio president.

This article was originally published in The Rose Sheet

Executive Summary

FRAGRANCE "PACKAGING AND POSITIONING" ARE KEY TO SUCCESSFUL MARKETING, Giorgio President and CEO Linda LoRe said at a Sept. 27 Fragrance Foundation "Globalization of Fragrance" meeting in New York City. According to LoRe, these factors are vital in creating a fragrance personality that will reach the consumer. The personality of a scent, LoRe explained, speaks to a customer's individuality as well as her aspirations and dreams.
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