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Marketing in Brief: Somak International

This article was originally published in The Rose Sheet

Executive Summary

Somak International: Palme D' Or 178-SKU skin care line repackaged into more "decorative" bottles and jars with "simplified" labeling that clearly identifies the products, according to the Quebec, Canada-based company. The original design, which was introduced in 1995, was "too masculine" with labeling that was too "busy," the company explained. The revamped products will be "decorated with bronze metal work" and "delicate use of arabesque, softening the edges of the square bottle" to be "distinctive and timeless," Somak said. The new packaged products will be available in the U.S. and Canada in November in spas, skin care salons and specialty store doors. A European launch is slated for 1998. The products will retain the same price point, ranging from $5.95 for a 1.69 oz. foam bath to $30 for the 3.34 oz. size...
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