Valeria Cosmetics Fashion-Inspired Colors Launch In Sephora
This article was originally published in The Rose Sheet
Executive Summary
Valeria Cosmetics uses fashion model Valeria Mazza's beauty experience to create "simple, fashionable" products with innovative packaging designs.
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Marketing in Brief: Valeria Eau de Parfum
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...