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Marketing in Brief: Diesel

This article was originally published in The Rose Sheet

Executive Summary

Diesel: Print ads with taglines such as "Diesel the fragrance of the brave" will break in May books, including Interview and Spin, Diesel's N.J.-based distributor Exotic Fragrances said. The seven-SKU line is debuting in Nordstrom doors the third week in February, and will roll out to Macy's and Burdines in Florida in March and April. The company will promote the fragrance with in-store, open-sell dispenser units, similar to cigarette vending machines, that feature a .5 oz. eau de toilette spray for $16. Packaged in a clear glass bottle with the Diesel Jeans logo, the fragrance opens with notes of lemon, thyme, bergamot and clary sage, leading to a heart of ginger, damask rose, clove, jasmine and geranium. The drydown comprises sandalwood musk, amber, tonka bean, patchouli and vanilla accords. Products range in price from $14 for a deodorant stick to $38 for a 2.5 oz. edt spray...
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