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Candie's

This article was originally published in The Rose Sheet

Executive Summary

Actress Alyssa Milano to promote fragrance duo through a "sexy" $10 mil. TV and print ad campaign, Liz Claiborne said. Created by InMarketing (Long Island, N.Y.) in conjunction with Candie's in-house agency, TV spots will break in August and print ads will bow in September books such as Vogue, GQ, Seventeen, and InStyle. The TV ads feature Roy Orbison's song "Candy Man" while Milano and a male co-star share "intimate and playful moments." Several promotions will complement the ads, including a gift-with-purchase program and scented tattoos for sampling. The fragrances will debut nationwide in August (1"The Rose Sheet" April 26, Marketing In Brief)

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Candie's

Former NBA player Dennis Rodman and actress Carmen Electra promoting fragrance duo in the brand's second advertising campaign. The "sexy and irreverent" print ads will run concurrently with actress Alyssa Milano's campaign (1"The Rose Sheet" July 5, Marketing In Brief). The four-part series, featuring the couple in both "steamy" and "playful" images, was created by InMarketing (Long Island, N.Y.) in conjunction with Candie's in-house agency. Ads will break in late July with a three-page poster in Rolling Stone's annual "Hot List" issue and will appear in September books such as Vogue, GQ, Cosmopolitan and Glamour. The fragrances will debut nationwide in August (2"The Rose Sheet" April 26, Marketing In Brief)

Candie's

Former NBA player Dennis Rodman and actress Carmen Electra promoting fragrance duo in the brand's second advertising campaign. The "sexy and irreverent" print ads will run concurrently with actress Alyssa Milano's campaign (1"The Rose Sheet" July 5, Marketing In Brief). The four-part series, featuring the couple in both "steamy" and "playful" images, was created by InMarketing (Long Island, N.Y.) in conjunction with Candie's in-house agency. Ads will break in late July with a three-page poster in Rolling Stone's annual "Hot List" issue and will appear in September books such as Vogue, GQ, Cosmopolitan and Glamour. The fragrances will debut nationwide in August (2"The Rose Sheet" April 26, Marketing In Brief)

Liz Claiborne

Candie's and Candie's for Men scents appeal to Generation Y with a "blend of sexiness, innocence and exploration that defines the yearnings" of the 12-24 demographic. The fragrances reinterpret the 1970s with a 1990s fragrance that is a "fusion" of fruity and spiced notes. Candie's opens with bergamot and grapefruit yielding to a heart of ylang ylang and muguet with a drydown of black pepper and patchouli. The men's fragrance uses basil, watermelon and bergamot with middle notes of green leaves and cedamber, drying down to white birch and sandalwood. Both fragrances will each launch with five ancillary items, such as Mist You Baby body mist for her and Downhill Razor shaving cream for him, in addition to two unisex products (Bar Hop soap and Keep in Touch massage oil). The fragrance duo, launching in September, will be supported by a $6 mil. media campaign, including TV spots, on-campus sampling and print ads, according to trade materials. A 3.4 oz. Candie's and Candie's for Men spray is $45 each

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