Renaissance spotlights Shades by Navy with company's first television effort.
This article was originally published in The Rose Sheet
Executive Summary
DANA PERFUMES SHADES BY NAVY SUPPORTED WITH FIRST TELEVISION EFFORT consisting of 15- and 30-second spots breaking nationally in April. The TV campaign is part of a $5 mil. media blitz that will support the March launch of the newest Navy women's scent. Print spots will break in April in women's magazines. Designed by New York City-based Lotas, Minard, Patton, McIver, the launch campaign is tagged, "Cool is just shades away." Dana Perfumes, a division of Renaissance Cosmetics, noted that the Shades campaign is its largest ad effort to date.
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DANA PERFUMES SHADES BY NAVY SUPPORTED WITH FIRST TELEVISION EFFORT consisting of 15- and 30-second spots breaking nationally in April. The TV campaign is part of a $5 mil. media blitz that will support the March launch of the newest Navy women's scent. Print spots will break in April in women's magazines. Designed by New York City-based Lotas, Minard, Patton, McIver, the launch campaign is tagged, "Cool is just shades away." Dana Perfumes, a division of Renaissance Cosmetics, noted that the Shades campaign is its largest ad effort to date. Television and print spots will feature six models of varying ethnicities, who "express the diverse personalities that exist within the exciting spectrum of Shades by Navy," the company said. The women are dressed in the vibrant blues and greens used in Shades packaging. Launch promotions will include in-store displays, shipping mid-February, which house .33 oz trial sizes of spray cologne priced at $5.95 each. In March, Dana will ship a second display that features the entire Shades line as well as scent cards and a tester. The Shades collection will consist of a 1.2 oz. spray cologne for $19, a .75 oz. spray ($15) and a .375 oz. spray ($10). An 8 oz. body mist also will be available for $7. The fragrance, developed by Firmenich, opens with notes of citrus, basil and watermint. A floral heart is composed of lily, peony and water hyacinth accords. The scent dries down into an "exotic tea accord" with cardamom and wood notes. Shades is housed in a rounded blue and green translucent bottle seen through a plastic outer carton striped with the same colors. Shades is positioned as a younger, casual alternative to the high fashion, mass market original Navy scent ("The Rose Sheet" Aug. 18, 1997, p. 1). The Navy line, developed by Procter & Gamble, was acquired by Renaissance Cosmetics in 1996. Navy has been a priority for its new owner, which has steadily increased ad spending on the line since the purchase ("The Rose Sheet" Nov. 4, 1996, p. 5). |