Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Celine Dion Parfums: Print ads for Celine Dion Parfums will be refined this fall to enhance the romantic, sensual side of the brand, Coty Group Marketing Director Marsha Brooks says. New ads, which broke in September issue of Vogue, are set against a nightscape, compared with the daytime backdrop of original ads. TV spots will break in early October, and extensive sampling is expected to drive holiday sales. Coty will distribute 8 mil. scented impressions via magazines, "a few million" samples in stores and scented strips via the brand's Web site. Additional ancillary products are slated to debut for back-to-school 2004, Brooks notes. Fragrance bowed in March to coincide with Dion's album launch, show opening in Las Vegas (1"The Rose Sheet" Feb. 17, 2003, p. 8)...