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Marketing in Brief: Richard Barrie Fragrances

This article was originally published in The Rose Sheet

Executive Summary

Richard Barrie Fragrances: Promoting Melrose Place scent with a $1.5 mil. ad campaign for October, November and December, according to the company. Print ads tagged "The fragrance that takes you there," will appear in October issues of Entertainment Weekly, Seventeen and Rolling Stone, the company says. The "contemporary, surreal" ads, designed by New York-based Rubin Ehrenthal and Associates, will feature a shot of a TV screen close-up of two Melrose Place cast members kissing, with the carton and bottle of the scent placed on top of the TV set, according to Richard Barrie. The unisex, Firmenich-supplied scent, which debuted in July, is available through mass retailers including J.C. Penney, as well as Sam Goody/Musicland stores. ("The Rose Sheet" Feb. 13, p. 11). The company projects that retail sales for the line will reach $7 mil for its first year...



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