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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Elizabeth Taylor fragrance: Gardenia by Elizabeth Taylor debuts in June as latest addition to firm's fragrance portfolio, Elizabeth Arden announces. Women's fragrance will be available in department stores such as Hecht's, Filene's, Robinson's-May and Foley's. Created by Quest, scent contains notes of lily of the valley, garden gardenia, fluid white peony, white orchid, dianthus and soft musk. Inspired by the shape of a classic bud vase, green bottle is capped with a white frosted gardenia blossom, Arden explains. Gardenia edp will retail for $32 and $42 for 1 oz. and 1.7 oz., respectively. Ancillary items include body lotion ($22) and bath & shower gel ($18). Firm introduced Forever Elizabeth in September (1"The Rose Sheet" Sept. 9, 2002, p. 5)...

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