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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Liz Claiborne: Liz fragrance for women is rolling out now, positioned as a scent that reflects "excitement, energy and fun and represents the unique individuality" of Liz Claiborne's core customer, firm says. Launch will be supported with print ads breaking in May beauty, fashion and lifestyle books, featuring the tagline, "The beauty of being you." Created by International Flavors & Fragrances, scent opens with accords of frosted mandarin, pear, melon and yellow mimosa, which blend to a heart of wild purple hyacinth, East Hampton honeysuckle, southern magnolia and pink peony. Drydown features pink peppercorn, heliotrope, amber, sandalwood, musk and vanilla accords. Liz will be available in 1,800 U.S. and 250 international doors in a 3.4 oz. and 1.7 oz. edp spray, retailing for $55 and $45, respectively. Ancillaries include body lotion ($35) and shower gel ($25)...
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