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Shiara setting sights on Vision men's scent in August; $2 mil. ad budget.

This article was originally published in The Rose Sheet

Executive Summary

SHIARA SETTING SIGHTS ON VISION MEN'S FRAGRANCE DEBUT into 15,000 mass market doors, including Wal-Mart, Rite Aid, CVS and Eckerd, in August. Described by Shiara as "clean, fresh" and "sophisticated," Vision is the Schaumburg, Ill.-based company's second men's scent. The firm launched NFL, a "compelling, rugged" men's cologne in August 1994 ("The Rose Sheet" Aug. 29, 1994, p. 5). Shiara also markets the women's fragrance Cherry Vanilla as well as the Sunset Cafe collection.

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Chart: Weekly Trademark Review -- Nov. 2, 2010

Weekly Trademark Review




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