So de la Renta is Sanofi's first Oscar scent in five years.
This article was originally published in The Rose Sheet
Executive Summary
SANOFI BACKING SO DE LA RENTA WOMEN's SCENT WITH "LARGEST LAUNCH BUDGET" for the company, Sanofi Beaute said. Designer Oscar de la Renta's latest fragrance will be supported by an "extensive" launch campaign running September through December and comprising print, television and outdoor ads, the company said. It is estimated that Sanofi will spend between $10 mil. and $15 mil. on advertising and promotions for the launch.