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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Escada: Magnetism for Men edt is positioned to reflect confidence with a "woody, spicy, ambery" scent designed by Robertet, Cosmopolitan Cosmetics says. Fragrance opens to top notes of schnius and saffron, with a heart of cedarwood, sandalwood and leather. The drydown comprises tolu balsam, amber and musk accords. Print ads backing the launch are running now. Fragrance is available in department stores such as Nordstrom, Neiman Marcus and Bloomingdale's, and retails for $42 for a 1.7 oz. bottle and $62 for a 3.4 oz. bottle. Ancillaries include aftershave ($35), shower breeze ($25) and deodorant ($18). Scent's female counterpart, Escada Magnetism, debuted in October 2003 (1"The Rose Sheet" July 21, 2003, p. 4)...
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