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Marketing in Brief: Roses and More

This article was originally published in The Rose Sheet

Executive Summary

Roses and More: Network TV campaign for the new Priscilla Presley women's scent will break in May, then run from September through December, according to Wella's U.S. fragrance arm, Intercosmetics. Appearing in mid-morning television time slots, the ads will communicate the romantic positioning of the scent, picturing scenes of the actress in Central Park and rose gardens, the company said. Print ads will also break in May. Presley's third scent is packaged in a dark rose carton that reveals the bottle housed inside. The teardrop-shaped bottle is capped with a frosted plastic cap. Supplied by Firmenich, the scent opens with Brazilian rosewood, leaf tones, fresh blueberry and natural pepper notes. The fragrance heart includes accords of white muguet petals, jasmine, wild rose and red Bulgarian rose, which lead to a base of tropical cedar, soft sandalwood, warm amber and musk. The four-SKU fragrance line-up will be available at mass market retailers in May, and includes a .7 oz. edt spray for $15.50, a 1 oz. edt spray for $20, a 1.7 oz. edt spray for $25 and a 3.4 oz. edt spray for $37...
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