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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Adidas: Absorbent-Deo for women is the first deodorant to manage sweat as effectively as an antiperspirant, according to Coty. Aluminum-free formula contains CottonTech, a complex that "forms a permeable microfilm on the skin to absorb the moisture once it is emitted," firm claims. Available this month in food, drug and mass doors, the deodorant comes in two scents, Fitness Fresh and Pure Powder, retailing in 1.6 oz. and 2.6 oz. sizes for $2.99 and $3.99, respectively. Launch will be supported with print ads slated to break in May books, as well as online promotions...
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