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Cosmair updating Drakkar Noir image with "playful, sexy" ad campaign in September.

This article was originally published in The Rose Sheet

Executive Summary

COSMAIR REVAMPING DRAKKAR NOIR IMAGE WITH "PLAYFUL, SEXY" ATTITUDE in a 60-country print advertising campaign launching in September, the company said. The campaign, described by U.S. distributor European Designer Fragrances as the brand's "largest print effort ever," adapts the men's scent's "powerful-masculine image of the 80's" with a more modern "sense of mischief, humor and boyishness" for the 1990's. Drakkar Noir by Guy Laroche launched overseas in 1982 and hit U.S. shores two years later.

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