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Marketing in Brief: Dana

This article was originally published in The Rose Sheet

Executive Summary

Dana: Honeywhip Lipstick by Dana combines lactic, glycolic and citric acids -- derived from extracts of bilberry, sugar cane, orange and lemon -- with natural honey extracts for "smoother, younger looking lips and color that stays," the Renaissance division said. The alpha hydroxy acid-containing lip product is Dana's second line of lipstick, although the first line -- Lipstick by Tabu -- was discontinued prior to Renaissance's acquisition of the fragrance firm in Dec. 1994. Available in seven shades including Iced Mocha and Raspberry Truffle, and a clear lip conditioner, the line will debut in March in 8,000-10,000 mass market doors. The lipsticks will retail for $4.50 each...
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