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Marketing in Brief: Tommy color cosmetics

This article was originally published in The Rose Sheet

Executive Summary

Tommy color cosmetics: Aramis to launch 150-SKU color collection in late fiscal 1999 (ending Sept. 30), the Estee Lauder division said. The line will eventually become part of the Tommy "bay" concept, which debuts this year in 10 department stores across the country. Each bay, or "store-within-a-store," will showcase the Tommy and Tommy Girl fragrances and the new Tommy toiletries line, which is currently being test marketed ("The Rose Sheet" Nov. 17, 1997, p. 4). Each bay is a free- standing shop designed to fit into a department store cosmetics department. Bays vary in size, but all will feature "classic" architecture and ivory coloring. Among the 10 stores in which the bays will open are Rich's in Atlanta (February) and Macy's Herald Square in New York City (April). Bays will be stocked with 15 toiletry products initially; Aramis expects to expand the line to 55 SKUs...

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