Celeb Fragrances "Still Viable" Contributor To Market, Say Execs
This article was originally published in The Rose Sheet
Executive Summary
Celebrity and flanker scents should no longer serve as scapegoats for the fragrance industry to rationalize sluggish U.S. sales, fragrance execs asserted at the Fragrance Foundation's 2011 Trends Forum March 23.
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Marketing In Brief
Avon partners with racing icon: Direct seller is transforming "champion driver Carl Edwards' need for speed into an exhilarating scent for men," according to an Oct. 19 release. Dubbed Turn 4XT, the masculine fragrance "embodies the rush that comes with risking it all for the win," direct seller says. The "oriental woody fresh scent" with notes of spicy pepperwood, java vetiver and masculine mahogany will launch next month. "We are thrilled to partner with such an American racing icon," says Bob Briddon, group vice president of marketing for Avon North America. "Turn 4XT is an incredible way for his fans to connect with Carl and experience his fast-paced lifestyle vicariously.