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Intercosmetics' Puma Challenge men's scent to hit mass market doors in September.

This article was originally published in The Rose Sheet

Executive Summary

PUMA CHALLENGE MEN's SPORT SCENT TIED TO ADVENTURE THEMES with TV ads and promotional visuals showing a man bungee-jumping off a bridge. New York City-based Intercosmetics, which licensed the Puma name from the German sports apparel maker, will ship the four- SKU spicy floral fragrance Aug. 3 to mass market and chain drug store doors, including Kmart, Brooks, Walgreen's and Rite Aid after presenting the scent to retailers at the National Association of Chain Drug Stores Marketplace expo in Philadelphia June 28-July 1. Challenge likely will benefit from name exposure and some cross- promotional efforts with the sports apparel company's second half push to expand distribution and double apparel sales, according to Intercosmetics, a division of Germany-based Wella Fragrances & Cosmetics Group.
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