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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Michael Kors: Eau De Toilette is a lighter version of the designer's original namesake scent, created by softening the concentration of "rich, creamy florals," sensual woods and exotic incense in the signature juice, according to Estee Lauder. Positioned as "chic" and "seductive," Michael Kors Eau de Toilette will be housed in a redesigned bottle. "Whereas the original bottle featured a single distinctive 'M' to highlight Michael's 'signature,' the eau de toilette bottle features a chic linear pattern of miniature 'M's,'" the firm adds. The fragrance will debut in specialty and select fine department stores in September. A 1.7 oz bottle of the scent will retail for $55. The original Michael Kors fragrance debuted in 2000...

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