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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Asprey: British luxury brand is introducing its debut fragrance, Purple Water, in the U.S. this month, Asprey says. The eau de cologne features notes of lemon, mandarin and jacaranda blended with spicy undertones for "added strength and stature," firm says. The juice is housed in a tall cylindrical glass bottle with grooved sides, silver shoulders and a cap stamped with the brand's trademark '167' button denoting Asprey's London flagship store at 167 New Bond Street. Retailing in Asprey boutiques in New York and Beverly Hills, Calif., the scent also will be expanded into the specialty department store arena by distributor Gary Farn, Asprey says. The scent launches in Bergdorf Goodman this month, with additional launches planned for specialty stores in spring 2007. Retailing in three sizes - 1 oz., 1.7 oz., and 3.4 oz. - the scent will sell for $50, $75 and $100, respectively. The collection also includes a scented candle, shower, bath and body range. Purple Water debuted in the UK in 2004...

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