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Marketing in Brief: Prince Matchabelli

This article was originally published in The Rose Sheet

Executive Summary

Prince Matchabelli: Unruly fragrance TV ads breaking Sept. 1 on national network and cable stations, including MTV, VH1 and during Fox' "Melrose Place" and "Beverly Hills 90210" programs as part of the company's $5.7 mil. ad campaign targeting women 14 to 30, Parfums de Coeur said. The "light, sexy" fragrance, available in 2,200 mass market doors, is also being supported through mid-1998 with print ads running in Seventeen, Marie Claire and The National Enquirer. The Creations Aromatiques-supplied scent features "erotic, voluptuous" packaging designed by Pochet and targets a "new younger market" for the Matchabelli brand, the company said. Prices range from $4 for a 2.5 oz. fragrance body spray to $18.50 for a 1.7 oz. spray cologne...
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