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PARFUMS DE COEUR BACKING PRINCE MATCHABELLI SCENTS WITH $6.2 MIL.

This article was originally published in The Rose Sheet

Executive Summary

PARFUMS DE COEUR BACKING PRINCE MATCHABELLI SCENTS WITH $6.2 MIL. in national TV ads running in December. The ads mark the first time Parfums de Coeur had advertised the Prince Matchabelli fragrances Wind Song, Aviance Night Musk and Cachet, which it acquired from Chese-Ponds's in addition to the trademarks for the discontinued Verve and Babe scents in the fall of 1993 ("The Rose Sheet" Aug. 23, 1993, p. 1). Parfums de Coeur is attempting to build consumer recognition of the Prince Matchabelli name by displaying its logo more prominently on the packages. In addition to updating the fragrances' packaging, the firm is offering some new holiday gift sets.
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