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Ralph Lauren's Extreme Polo Sport launch supported with $10 mil.-$12 mil. ad budget.

This article was originally published in The Rose Sheet

Executive Summary

RALPH LAUREN TAKING FRAGRANCE TO THE LIMIT WITH EXTREME POLO SPORT, a men's scent influenced by the increased interest in "extreme" sports worldwide, the Cosmair division said. Ralph Lauren Fragrances will position Extreme away from Polo Sport to avoid cannibalization of the 1994 men's offering. Polo Sport is categorized as "fresh" and "invigorating," while Extreme will take on a "sharp, daring, adventurous" feel, the company said. Ralph Lauren will also target younger consumers with Extreme, aiming at the 13- to 35-year-old age group, compared to Polo Sport's 18- to 45-year-old target audience.
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