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Marketing in Brief: Coty

This article was originally published in The Rose Sheet

Executive Summary

Coty: Supporting The Healing Garden aromatherapy collection with a $5.6 mil. ad budget, the Joh A. Benckiser division said. Four-page print ads breaking in October fashion and beauty books, as well as gardening, health and fitness and new age niche publications will feature the "relaxing" Lavendertherapy, "energizing" Tangerinetherapy, the "sensual" Jasminetherapy and the "enlightening" Green Tea therapy fragrances. Coty will also drop 13 mil. scent seals and powdered impressions, and sample the fragrances in store. The company claims that The Healing Garden is "the first mass line of holistic fragrances that offer beauty and benefits to mind, body and spirit." Supplied by Quest, Givaudan-Roure and Fragrance Resources, the scents will be available in a variety of personal care and home products, ranging from bath crystals to massage lotion and incense sticks. Cologne sprays housed in glass bottles with "natural-looking" outer cartons will be available in .2 oz. trial sizes and .5 oz. and 1 oz. bottles, retailing for $2.95, $8.50 and $11.50, respectively. Aroma oil kits containing all four scents will cost $6.95. The other products range in price from $6.50 for incense sticks to $12.50 for potpourri. The products will debut in October in drugstores nationwide...
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