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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Estee Lauder: Latest women's scent Dreaming from Tommy Hilfiger is "inspired by the luxurious feeling of escaping into a fantastical dream," the firm says. The fragrance is designed to appeal to a slightly older demographic than that targeted by tommy and tommy girl, Aramis and Designer Fragrances President Veronique Gabai-Pinsky notes in a statement. Peach accords make up the core of the fragrance, accented by floral notes - such as freesia, tuberose and white hibiscus - and warm notes like white woods and seductive orris. The half-ounce parfum concentration will be packaged in a fabric box with a dream interpretation book and a removable charm for $125; Dreaming also will be offered in 1 oz., 1.7 oz. and 3.4 oz. sizes for $35, $45 and $60, respectively. Ancillaries include a body lotion, body wash, rollerball/lip gloss duo and a solid perfume pendant...
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