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Marketing in Brief: Parfums Lucien Lelong

This article was originally published in The Rose Sheet

Executive Summary

Parfums Lucien Lelong: Revamped Indiscret fragrance will feature an "updated" juice formulation from the original 1936 scent, the Engelwood Cliffs, N.J.-based company said. The relaunch will be supported with a "seductive" ad campaign carrying the tagline "For the other woman in you," Parfums Lucien Lelong said. Promotional activities will include "heavy" sampling at store-level and at charity functions, the company added. The enhanced "green fruity floral" opens with top notes of lemon, neroli and Italian bergamot, warms to a heart of basil, clove and violet and dries down to a mix of amber, oak moss and sandalwood. Rolling out to Bergdorf Goodman in mid-September, the five-SKU line includes a .25 oz limited edition crystal perfume collector's flacon priced at $250 and 1.7 oz. and 3.4 oz. eau de parfums at $65 and $90, respectively...



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