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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Alfred Dunhill: October launch of Desire Blue men's scent will be supported with scented direct-mail pieces and "extensive" in-store sampling effort including deluxe miniatures and vial-on-cards, Cosmopolitan Cosmetics says. Debuting in 650 specialty and fine department stores, scent contains notes of bergamot, sea breeze accord, amber crystals and rich musk. Housed in angular blue and silver bottle, fragrance will come in 1.7 oz. and 3.4 oz. edt sprays for $40 and $55, respectively. Ancillaries will include aftershave, bath and shower gel and deodorant stick. Scent will capitalize on success of Dunhill Desire for men which bowed in 2000, Wella division says...

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