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In Brief: Coty's Royal Secret

This article was originally published in The Rose Sheet

Executive Summary

Coty's Royal Secret: Five Star Fragrance Company acquires the venerable fragrance brand, the Bohemia, N.Y.-based company announced Nov. 5. Five Star will relaunch the 39-year-old women's oriental scent in limited distribution in the U.S., duty free and "select" overseas markets in the spring. The company plans to return Royal Secret to its prestige positioning with the original "costly" fragrance formula and tortoise-shell packaging, Five Star stated. The firm plans to promote the reintroduction with a "comprehensive" marketing campaign. Royal Secret was marketed under the Germaine Monteil umbrella, for which Coty's Lancaster retains the rights. Royal Secret is Five Star's fourth recent fragrance acquisition; the company purchased Royal Copenhagen from Tsumura International in October, Parfums Vicky Tiel Paris from Parlux in August and Norell from Revlon in June...
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