Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Elizabeth Arden: Aromatherapy version of Elizabeth Arden Sunflowers fragrance will debut soon in widescale mass market distribution, according to firm. Line, which marks firm's first translation of prestige scent into mass market version, has been sold exclusively in Walgreens for about two years. Eighteen-SKU range includes body mist, body lotion and bath/shower gel in three scent ranges costing $2.95-$6.95 for sets. Strong sales in the mass- and mid-tier segments drove firm's business up 14% to $140.3 mil. in Q1 (1"The Rose Sheet" June 10, 2002, p. 9)...
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