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Marketing in Brief: Bijan USA

This article was originally published in The Rose Sheet

Executive Summary

Bijan USA: Michael Jordan men's scent is "fun, crisp and invigorating," the company said. Through a licensing agreement with Beverly Hills-based Bijan subsidiary XEL Inc., professional basketball player Michael Jordan will appear in a $20 mil. print and TV campaign to back the fragrance this fall. The Michael Jordan scent will launch in November in 600 department store and 1,200 sporting goods doors and will expand to 800 and 2,400 doors, respectively, by the end of 1997. Targeted to 18-38 year olds, the fragrance "has a brightness and clarity that is young and sexy," according to Bijan. The company is still deciding between two final juices, both of which comprise cypress, lavender and fir balsam accords. The fragrance bottle is a clear flask that creates the illusion of a basketball floating in the juice. The base of the bottle and the autographed cap are black rubber. The five SKU-line ranges in price from $12.50 for a 10 oz. body soap to $32 for a 3.4 oz. natural spray...

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