Marketing in Brief: Cartier
This article was originally published in The Rose Sheet
Executive Summary
Cartier: Adds eau de toilette version of Must de Cartier to provide a "more accessible price point" than the original Must perfume, Cartier said. A 1.6 oz. edt spray will retail for $60, compared to the 1.6 oz. parfum spray complete, priced at $250. To enhance brand identity, Cartier also is repackaging three of its women's scents and two men's fragrances to be more consistent with the packaging for its most recent fragrance entry, So Pretty. A new men's fragrance is also under development for late 1997...