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Marketing in Brief: Bebe

This article was originally published in The Rose Sheet

Executive Summary

Bebe: Fashion retailer launching 2be women's scent into 78 Bebe stores Oct. 17. The "linear" fragrance has a "dominant presence and character that lingers over time," Bebe said. The 2be scent targets the modern woman, and represents "confidence, empowerment and self-expression," Bebe added. The Firmenich-supplied scent combines notes of lavender and geranium with an element of jasmine and "light, sensuous" musk accords. The clear Pochet bottle, styled to represent the curve of a woman's body, is topped with a silver cap. A 1.7 oz. eau de toilette is priced at $34. A print ad carrying the tagline "2be or not 2be...there is no question" is running in the October edition of Vogue. An earlier spot, tagged "2be what you want 2be," appeared in the August edition of Allure...
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