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Marketing in Brief: Dana Perfumes

This article was originally published in The Rose Sheet

Executive Summary

Dana Perfumes: 1997 $3 mil. print ad budget for Navy women's scent nearly triples 1996 ad spend, the Renaissance Cosmetics division said. Navy ads, which break in April beauty and fashion books, will run through December and continue the "Stripes" theme from the 1996 campaign, the company said. Navy for Men will also benefit from a separate $3 mil. April-December print ad spend, which is about the same level of support the brand was backed with during its 1996 launch, according to Dana. The company purchased the Navy scents from Procter & Gamble in November ("The Rose Sheet" Nov. 4, 1996, p. 5). Dana will also "more than double" its advertising support for the Love's Baby Soft women's scent in the fourth quarter of 1997. Love's Baby Soft was one of the fragrances the company acquired as part of the purchase of MEM in December ("The Rose Sheet" Dec. 16, 1996, In Brief)...
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