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After Six

This article was originally published in The Rose Sheet

Executive Summary

After Six for Her and After Six for Him, designed by Hackensack, N.J.-based Men's Apparel Group as "the perfect gift" for wedding party participants, are housed in bottles decked in formal attire; the men's bottle sports a tuxedo, while the women's bottle is swathed in lace. Rolling out now to 4,000 formal wear specialty shops, the scents will be backed with ads breaking in February bridal books, including Modern Bride, which will run throughout the year. The ads feature bottle shots with the tagline: "They shared the most important day of your life...Give the Perfect Gift of Appreciation." The women's scent opens with fresh green notes, which lead to a floral heart and woody base. The men's version has citrus top notes with middle notes of red cedar and green tea that dry to a base of leather, sandalwood and musk. Each 1.7 oz. edt costs $35. The firm expects to sell a million bottles in 1999 and may add ancillary products next year

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

Weekly Trademark Review

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