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Marketing in Brief: Bulgari

This article was originally published in The Rose Sheet

Executive Summary

Bulgari: Launching Bulgari Eau Parfumee Extreme unisex scent in March 1997 in Bloomingdale's, Neiman Marcus, Nordstrom and Saks Fifth Avenue. Designed as a stronger follow-up to Eau Parfumee, which debuted in 1992, Extreme contains a higher juice concentration (15%), compared to Eau Parfumee's 4%, and has "longer staying power," according to Bulgari distributor Chanel. "Delicate, fresh and citrusy" Extreme contains the same green tea and Mediterranean notes as the original, beginning with top notes of Italian bergamot and Tunisian bitter orange. The heart comprises Bulgarian rose and Egyptian jasmine, leading to a base of green tea and smoked wood accords. Extreme's juice is a darker green than Eau Parfumee. The bottle has been shortened and features a dark green band, Chanel said. The 1.7 oz. and 3.4 oz. sprays will be priced at $77.50 and $120, respectively...
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