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Marketing in Brief: Luciano Pavarotti

This article was originally published in The Rose Sheet

Executive Summary

Luciano Pavarotti: Classic Fragrances is the new U.S. distributor for the opera singer's signature scents, effective Jan. 1. The company will launch Luciano Pavarotti for Men and Pavarotti Donna in late March/early April in 100 U.S. prestige doors, with an ultimate distribution of 250 doors, the firm said. Eurocosmesi -- the brand's licensor -- was originally involved in distribution discussions with Cosmotop, but terminated talks in late 1995. The dual U.S. launch was scheduled in an undisclosed national department store chain for mid-October, but was postponed in August. The "spicy" men's scent is available in eight SKUs, with prices ranging from $32 for a 2.5 oz. aftershave pour to $65 for a 4.2 oz. eau de toilette spray ("The Rose Sheet" May 29, p. 1). The six-SKU women's line ranges in price from $45 for a 50 ml edt to $75 for a 100 ml edt spray. The launch will be supported by deluxe miniatures and Pavarotti compact disc g-w-ps, with a gift set offer planned for the fall...
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