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Marketing in Brief: Pfizer

This article was originally published in The Rose Sheet

Executive Summary

Pfizer: Entering women's shave cream market with Barbasol Pure Silk Moisturizing Shave Cream and Shave Gel, which contain nine moisturizing ingredients. Barbasol Pure Silk is housed in the only "rust-proof, aluminum, full-size shaving" canister on the market, the firm said. The canister "communicate[s] the product's moisturizing qualities" with a front panel background that resembles "a piece of silk fabric," the company stated. Pfizer is using the "pop-off the shelf" graphics to convey Pure Silk's positioning as "feminine, upscale and youthful" as well as to "gain a leadership position in" the market. Available now in Sensitive Skin and Extra Protection formulas, a 7 oz. can costs about $2.50...

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Chart: Weekly Trademark Review -- Nov. 2, 2010

Weekly Trademark Review

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