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Givenchy's Extravagance women's scent lavishes attention on "classic" Amarige.

This article was originally published in The Rose Sheet

Executive Summary

GIVENCHY's EXTRAVAGANCE CARRIES PLAYFUL, YOUTHFUL POSITIONING to attract a younger consumer to the Amarige brand, the Moet Hennesey Louis Vuitton division said. Extravagance d'Amarige is slated to bow in specialty doors in May. The new fragrance combines the heritage of Parfums Givenchy's "largest classic brand," Amarige (1992), with a "bolder, sexier" identity, the company said. The three-SKU Extravagance line-up includes a 1 oz. eau de toilette spray for $44, a 1.7 oz. edt spray for $53 and a 3.3 oz. edt spray for $73.
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