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Marketing in Brief: Very Valentino

This article was originally published in The Rose Sheet

Executive Summary

Very Valentino: Designer fragrance is targeted to "very feminine, intelligent" and "outspoken" women ages 25 to 45, Elizabeth Arden said. The scent will debut in Italy in October, with a European roll-out scheduled for 1998. A U.S. introduction is yet to be determined. European print and TV ads, tagged "I'm feeling very Valentino," are scheduled to break in October and will feature Valentino model Georgina Grenville, the Unilever division said. Very Valentino opens with accords of magnolia and lily of the valley. A heart of jasmine and rose of May notes dries down to Indian sandalwood, vanilla, musk and amber accords. The five-SKU line includes 30 mL, 50 mL and 100 mL eau de toilette sprays priced at $38, $57 and $84, respectively...
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