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Renaissance relaunching 43 year-old Ambush women's scent with $4 mil. ad campaign.

This article was originally published in The Rose Sheet

Executive Summary

RENAISSANCE's AMBUSH ON "UNDERPERFORMING BRANDS" continues with the March 1997 relaunch of the 43 year-old women's scent, the company said. Cambridge, Mass.-based Renaissance Cosmetics will reintroduce Ambush with updated packaging and a "revised" formulation. Renaissance revamped Canoe men's fragrance in March and launched Dreams By Tabu (April 1995) and White Chantilly (October 1995), sister scents to Chantilly and Tabu, in an effort to introduce a younger audience to the "historically significant but recently underperforming brands," the company said.
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