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American Crew

This article was originally published in The Rose Sheet

Executive Summary

Sport men's fragrance provides a new franchise the firm plans to build with future introductions. The first ancillary item will be a 2-in-1 hair and body shampoo in December. Supplied by Givaudan Roure, the "aphrodisiac" Sport fragrance opens with top notes of melon, bergamot, neroli, mandarin and lime, leading to a heart of jasmine, lavender and cardamom. Sandalwood and sheer vetiver comprise a musk base. Bergamot and neroli "arouse excitement," lavender soothes anxiety and clears the senses and musk "mimics olfactory sexual signals," American Crew claims. The new scent follows the success of the firm's original men's fragrance, Crew ("The Rose Sheet" Aug. 26, 1996, p. 1). Available now, Sport costs $10 for 1.7 oz. American Crew is also introducing Grooming Cream, an oil-based pomade that "repels moisture while providing excellent hold and shine." A 2 oz. tube retails for $8.50, and 4 oz. are $12.50...

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Chart: Weekly Trademark Review -- Nov. 2, 2010

Weekly Trademark Review



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