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B&BW Premier Ads Break As Part Of New Marketing Initiative

This article was originally published in The Rose Sheet

Executive Summary

Bath & Body Works introduced its first print advertising campaign this fall as part of an initiative to revamp the beauty retailer's marketing strategy, CEO Neil Fiske said during Limited Brands' Annual Investor Update Meeting in Columbus, Ohio Oct. 19-20

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Marketing In Brief

Dior signs Stone: Actress Sharon Stone signed as the first celebrity face of brand's Capture skin care line, Parfums Christian Dior announces. She will appear in a global print ad campaign beginning in spring 2006, as well as in a TV commercial in Asia, LVMH division notes. Stone, who has never represented a beauty brand, was chosen by Dior "because of her worldwide appeal as a beautiful and desirable woman in her 40's, who is clever and independent," company adds. The Golden Globe and Emmy Award winner and Academy Award nominee will appear in "Basic Instinct 2: Risk Addiction" next year...

Marketing In Brief

Dior signs Stone: Actress Sharon Stone signed as the first celebrity face of brand's Capture skin care line, Parfums Christian Dior announces. She will appear in a global print ad campaign beginning in spring 2006, as well as in a TV commercial in Asia, LVMH division notes. Stone, who has never represented a beauty brand, was chosen by Dior "because of her worldwide appeal as a beautiful and desirable woman in her 40's, who is clever and independent," company adds. The Golden Globe and Emmy Award winner and Academy Award nominee will appear in "Basic Instinct 2: Risk Addiction" next year...

B&BW American Girl, Goldie Launches Target Younger Consumers

Bath & Body Works is aiming to broaden its consumer base this year with two new brands expected to appeal to girls and young women, Limited Brands announced during a March 17 session at the Banc of America Securities Consumer Conference in New York City

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