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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Givenchy Pour Homme: Blue Label fragrance for men will debut May 15, positioned as a "casual" alternative to the original scent, LVMH division says. Launch will be supported with 20 mil. scented impressions and 2 mil. samples distributed in-store, according to Givenchy. Blue Label opens to notes of bergamot, grapefruit and hedione. Heart comprises davana, an oil found in Indian fruit plants, as well as pepper and cardamom, while drydown features vetiver, oliban and cedar accords. Scent will be available in 1.7 oz. and 3.3 oz. edt sprays for $39.50 and $49.50, respectively. Aftershave lotion will cost $39.50. Original scent bowed in 2002 (1"The Rose Sheet" April 8, 2002, p. 4)...
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