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Marketing in Brief: J.C. Penney

This article was originally published in The Rose Sheet

Executive Summary

J.C. Penney: Retail chain's first private-label fragrance, AZ, is a "fresh, easy-to-wear scent" for both men and women, the company said. Marketed under the Original Arizona Jean Company name, the sheer scent has top notes of "juicy" kumquat, orange and kuiki fruit for a "refreshing burst of energy." The heart combines white freesia and geranium with "spicy nuances" of nutmeg and tarragon, and the base comprises "exotic" woods, "sensuous" amber and "rich" musks for a "warm, long-lasting scent." Supplied by Firmenich, the fragrance will be marketed and distributed by Tsumura International. The "gender neutral" packaging has the AZ logo featured prominently in black and silver. The scent will begin shipping in June to 850 J.C. Penney doors and will be displayed in the junior, young men's and fragrance departments. AZ will be featured in ads in the August issue of Seventeen and Teen and will be included in Arizona Jean apparel print and TV ads during the back-to-school season...
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