Gucci introducing Envy women's scent with $18 mil. 1997 ad/promo budget.
This article was originally published in The Rose Sheet
Executive Summary
GUCCI ENVY WOMEN's SCENT DEBUTING WITH $18 MIL. AD/PROMO CAMPAIGN for 1997, a budget "significantly higher" than those for the company's previous fragrance introductions, Gucci said. Print ads are slated to debut in April books and will run through the end of 1997. The company's fifth scent will go on-counter in mid-March, gradually rolling out to the company's full distribution of 1,200 doors by year-end. Envy will rollout simultaneously in Europe and Asia. The scent will be distributed in the U.S. by Stern Fragrances. Gucci's other fragrance offerings include Gucci Accenti, which launched in August 1995, Eau de Gucci (relaunched in 1993), Gucci No. 3 (1985) and the firm's sole men's scent Gucci Nobile (1988)