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Marketing in Brief: Aramis

This article was originally published in The Rose Sheet

Executive Summary

Aramis: Print ad campaign for the Tommy Hilfiger women's fragrance will break in October magazines, preceding the Oct. 6 launch of the scent in 750-800 department store doors, the Estee Lauder division said. As yet unnamed, the fragrance will also be supported by TV ads. The scent, which will be positioned as a sister to the tommy men's fragrance, will roll out in spring 1997 to a total of 1,400 doors to match distribution of its male counterpart. The scent will be priced "slightly" higher than tommy and will be displayed at women's fragrance counters, in joint fragrance units with tommy, and in the Tommy Hilfiger women's shop in department stores. The fragrance's launch date was brought forward after the designer moved up his entry into the women's apparel market to August...
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