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Marketing in Brief: Boucheron

This article was originally published in The Rose Sheet

Executive Summary

Boucheron: Jaipur Homme "targeted" sampling program includes 5 mL edt sophistics, edt vials on card and scent seals, as well as a 15 mL edp replica for "special launch events," according to the company. The launch will also be supported with on-counter displays and a shelf glorifier, Boucheron noted. Targeted to 25- to 45-year-old men, Jaipur Homme was inspired by the gardens and architecture of the Indian city, according to the company. The juice, supplied by Firmenich, blends heliotrope flower, bergamot, amber and vanilla with a spicy "harmony" of cinnamon, clove, nutmeg and tonka bean. Available at Neiman Marcus in November, fragrance offerings range from $125 for a 100 mL edp spray to 1.7 oz. edt spray for $47. A 3.4 oz. aftershave is $46. The women's scent Jaipur de Boucheron bowed in 1994...
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