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Renaissance net sales top $170 mil. in FY 1996; new ad campaigns under development.

This article was originally published in The Rose Sheet

Executive Summary

RENAISSANCE REVIVED NAVY AD CAMPAIGN TO BOW IN OCTOBER with an ad budget of about $4 mil., Renaissance division Dana Perfumes said. The campaign, which includes spots for both the women's and the men's version of Navy, will focus on the "high-fashion" positioning of the brand, the company said. Both the men's and women's ads will carry the tagline "You're wearing Navy and it shows," replacing the previous tag "You always feel perfect in Navy," Renaissance noted. The campaign will debut in October. Renaissance bought the Navy scents from Procter & Gamble in November ("The Rose Sheet" Nov. 4, 1996, p. 5).



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