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Coty Avatar supported with $6 mil. print, TV campaign breaking in October.

This article was originally published in The Rose Sheet

Executive Summary

COTY AVATAR MEN's SCENT POSITIONED AS UPSCALE MASS MARKET FRAGRANCE with price points 10% higher than Coty's popular higher-end men's scent Preferred Stock, which costs $19.50 for a 1.7 oz. cologne spray, the company said. Set to launch in October in J.C. Penney and Sears department stores as well as drug and mass market outlets, the five-SKU Avatar line will range in price from $15 for a 1 oz. cologne spray to $26.50 for a 3.4 oz. spray. Avatar will also be available in a 1.7 oz. spray for $20, a 1.7 oz. cologne for $18.50 and a 1.7 oz. aftershave ($14).
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