Marketing in Brief: Eternal Love Parfums
This article was originally published in The Rose Sheet
Executive Summary
Eternal Love Parfums: Print ads for the Attitude for Men and Attitude for Women scents will break in March and April editions of major beauty and fashion books. The fragrances will be supported by an ad/promo budget of $200,000 in 1996, which includes sampling of 100,000 miniatures of both scents in early March, according to Eternal Love. Both fragrances are available now at Cosmetic Plus doors and mass market outlets. The women's scent includes top notes of green hyacinth and fruit accords, while the male counterpart combines cassis and Italian bergamont. Each fragrance is available in two sizes, a 50 ml eau de parfum spray that costs $30 and a 100 ml edp spray that sells for $42. Line extensions planned for March include an Attitude for Women scented 200 g body creme, priced at around $45, and a 200 g scented dusting powder for $35. Also available in March is an Attitude for Men 5 oz. deodorant priced in the $12-$15 range...