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Marketing in Brief: Kenzo

This article was originally published in The Rose Sheet

Executive Summary

Kenzo: L'eau par Kenzo, the newest Kenzo women's fragrance, is "very close to natural water" and comprises notes of water flowers "heightened with warm feminine notes" rather than a dominant citrus note like traditional `eaux,' according to the company. The "youthful and vibrant" top notes feature reed stems, lilac green, frosty water mint and mandarin, which give way to a heart of paradise seed, water jasmine, white water lily, amaryllis and white peach. The base features blue cedar, musk flower and infusion of vanilla pods. The scent is housed in a transparent dewdrop-shaped flacon with a blue ring around the see-through cap. The white outer carton has blue and silver graphics and is imprinted with a poem by Kenzo. The fragrance, which debuted in France at the end of April, is currently rolling out to Europe and the Middle East, and will launch in Asia in June. The firm has not yet set a U.S. introduction date for L'eau par Kenzo...
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