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Marketing in Brief: Faberge

This article was originally published in The Rose Sheet

Executive Summary

Faberge: Parfum Imperial offerings carry lower price points and are designed to reach a broader prestige audience than the original Faberge collection, Unilever said. "Imported French crystal" egg-shaped bottles house the original Faberge fragrance and "extract the essence" of the brand's "noble and opulent heritage," the company said. Unlike the original offerings, which debuted in 1996 in collector's edition bottles ranging in price from $325 to $3,000, the Parfum Imperial collection bottles are not limited in number. A 1 oz. parfum retails for $250, while 1.7 oz. and 3.4 oz. edp sell for $75 and $115, respectively. A .4 oz. purse spray is $125, and the refill costs $75...
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