Fragrance Foundation to "entice" consumers

With late January launch of a new multimedia initiative, the Fragrance Foundation aims to foster more frequent fragrance use. Its "One Drop Changes Everything" campaign is designed with goal of increasing sales 2 percent to 5 percent among the 62 million consumers who already use fragrances. The campaign will feature the "iconic silhouette" of a fragrance atomizer with interchanging visuals and may include placement on billboards, buildings and social networking sites, as well as in traditional media. "In a declining retail environment, increasing sales by 2 to 5 percent would have a significant impact on the total category," says foundation President Rochelle Bloom. An interactive Web site, OneMightyDrop.com, will "bring the campaign to life"