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Marketing in Brief: Elizabeth Arden

This article was originally published in The Rose Sheet

Executive Summary

Elizabeth Arden: Karl Lagerfeld JAKO men's scent print and TV advertising will feature model Jason Shaw with a cameo by the designer in the TV spot, the Unilever division said. Print ads in three-page sequences include a shot of the word "Jako" printed on a window pane and keys spelling out the brand name. Contrived for a "modern and sensual, elusive and mysterious" and "fascinating and seductive" man, JAKO will bow exclusively in Germany in October with a rollout to Europe slated for next year. Top notes of grapefruit, plum and davana essence lead to mid notes of cloves, ginger root, cypress, cardamom and rosewood. The dry down consists of patchouli, amber, incense, sandalwood, leather and musk accords. The 30 mL, 75 mL and 125 mL eau de toilette sprays are priced at roughly $25, $38 and $55 each...
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