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Marketing in Brief: Annick Goutal Parfums

This article was originally published in The Rose Sheet

Executive Summary

Annick Goutal Parfums: Upcoming 1996 introductions include a new fragrance this fall and the Pour La Maison collection of candles and boudoir accessories including soap dishes this spring. The firm has retained newly formed creative consulting firm Fresh Carats to develop its advertising campaign. A corporate image ad tagged with a quote from Annick Goutal, "Perfume is the music of my dreams," broke in the U.S. in December issues of Vogue and Towne & Country and "most likely" will run in France as well, Fresh Carats said. New York City-based Fresh Carats was formed in November by Alvin Chereskin and Joan Evans to provide "an alternative to traditional agency processes and relationships," by offering services to both ad agencies and marketers. The firm's "a la carte" services include advertising, art direction, image design, restagings, new product and fragrance development as well as "second opinion" devil's advocacy sessions, Fresh Carats added...
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