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Marketing In Brief

Executive Summary

Isabella Rossellini: ISA bella women's fragrance, debuting now in Europe, likely will roll out to 28 countries including U.S. as well as Asian and South American markets, licensee Lancaster says. Launch following same distribution strategy as actress/model's first fragrance, Manifesto. Developed by Firmenich, "evening" edp combines floriental and sensual notes with "lightness of delicate fruits," Coty's prestige division claims. Scent packaged in same "circle-in-the-square" flacon as Manifesto, and housed in deep red box with metallic sheen. Launch supported with print ads, "innovative" sampling and in-store animation, firm says. Manifesto bowed last year (1"The Rose Sheet" Oct. 30, 2000, Marketing In Brief)...
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