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Marketing in Brief: Valeria Eau de Parfum

This article was originally published in The Rose Sheet

Executive Summary

Valeria Eau de Parfum: Inspired by supermodel Valeria Mazza and developed by Givaudan-Roure, the "feminine" fragrance will be launched in Mazza's native Argentina this month. Full Latin American distribution will follow in the third quarter, with a 1999 department store debut scheduled for the U.S. and Europe. The scent is distributed by Chicago-based San Telmo, Inc., which specializes in Latin American marketing. Floral top notes include white freesia and open into a heart of jasmine, magnolia and violet leaf, drying to a woody base. Violet-tinted juice is housed in a frosted glass abstract replica of the supermodel. A 1.7 oz. spray will cost $40; also available will be a 5 oz. metallic silver purse spray ($20), shower gel ($15 for 6.7 oz.) and body lotion ($25 for 6.7 oz.). Print advertising and vial- on-card sampling will support the launch...

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