Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Clinique Happy marketing initiatives: Estee Lauder will promote Clinique Happy fragrance with a new song this December, firm announces. "Just Be Happy," written by singer/songwriter Ne-Yo, is the "centerpiece of an unprecedented advertising and promotional campaign created to attract young consumers to Clinique Happy," firm says. Song will be performed in different versions by two singers - R&B star Rihanna and country star Julie Roberts, according to the company. "Each version of the song is fresh, exuberant and spirited - just like Clinique Happy," Lauder explains. Additional marketing initiatives include radio commercials, a Web site, 1www.getyourhappy.com, slated to debut Sept. 1, and an in-store gift-with-purchase for five free downloadable Sony songs. Happy fragrance collection currently comprises three scents - Happy, Happy Heart and Happy To Be, which launched in 2005 (2"The Rose Sheet" Nov. 1, 2004, p. 8)...