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Branding, Not Impulse Is Key To Fragrance Success – Kopelman

This article was originally published in The Rose Sheet

Executive Summary

Fragrance marketers should focus on creating tasteful brands, rather than taking an "impulsive, shotgun approach" to launching new products, former Chanel President and Chief Operating Officer Arie Kopelman said during the Cosmetic, Toiletry and Fragrance Association annual meeting March 2-5 in Boca Raton, Fla

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