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Marketing in Brief: Bulgari Black

This article was originally published in The Rose Sheet

Executive Summary

Bulgari Black: A "metropolitan fragrance for men and women" bowing internationally in late March/early April. The black tea- based fragrance is targeted to a younger, more experimental audience than "classic" Bulgari fragrances, which include Bulgari, Bulgari Pour Homme and the unisex Bulgari Eau Parfumee. Black will debut in department and specialty stores including Saks Fifth Avenue. The fragrance, available in one size only -- a 75 mL spray -- for $60, is housed in a cylindrical bottle made of dark glass and black rubber with a round rubber and steel cap at its center. A black outer carton with silver accents showcases the bottle through a square window...
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