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Marketing in Brief: Tsumura International

This article was originally published in The Rose Sheet

Executive Summary

Tsumura International: Royal Copenhagen Sport is a "contemporary" men's fragrance targeted at a "younger audience with a more active lifestyle" than the original Royal Copenhagen scent, the company said. The "sporty, outdoor" fragrance begins with notes of watery citrus, bergamot and grapefruit, leading to a heart comprising lavender, oak moss and fir needle. The base notes include sandalwood and patchouli. The eight-SKU line ranges in price from $42 for a 3.3 oz. cologne to $12.50 for 2.75 oz. antiperspirant/deodorant stick or 5 oz. shave cream. Print ads will run in September-November books. Royal Copenhagen Sport will be available in April in 1,200 doors, including Federated, May and Macy's stores...
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