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Marketing in Brief: Elizabeth Taylor's White Diamonds

This article was originally published in The Rose Sheet

Executive Summary

Elizabeth Taylor's White Diamonds: National print and network TV ad campaign breaking in April "reflects the brand's core values of beauty, glamour and richness," Elizabeth Arden said. The new ad effort is part of a comprehensive brand restaging for the seven-year-old scent by the Unilever division. Spots shot by photographer Herb Ritts will show "important male celebrities," including Burt Reynolds. The campaign will run throughout the year. Arden will also partner with jeweler DeBeers for a White Diamonds promotion that will include a diamond solitaire necklace contest in 700 doors nationwide. Revamped in-store images will mirror the ad campaign and also include diamond visuals and new g-w-p promos. The company is restaging the scent to "sustain its remarkable success since launch," Arden said...



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