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Marketing in Brief: Guerlain

This article was originally published in The Rose Sheet

Executive Summary

Guerlain: Revamps Shalimar bath and body line in April, the company said. The six-SKU line, renamed "Shalimar Silken Moments," has been reformulated to include silk extract, and repackaged to mirror the Shalimar fragrance range, which was repackaged in 1995 ("The Rose Sheet" Aug. 21, Marketing In Brief). The bath and body packaging, originally packaged in turquoise, now features clear, tapered bottles with a fanned black stopper and gold graphics. Price points will remain constant, ranging from $19 for the 3.5 oz. soap to $59 for the 7 oz. body creme...
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