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Marketing In Brief

Executive Summary

Usher VIP: Elizabeth Arden announces launch of Usher VIP, "an evolution from the cool confidence of the original Usher He [that] celebrates the gentleman inside of every man," according to Dec. 1 release. Television spot for new fragrance - shot in the French Riviera by Pierre Morel, director of "Taken" and "District 13" - follows multi-platinum recording artist and actor Usher and his female companion as paparazzi chase them through the streets of Monte Carlo. VIP "reflects a person who is constantly striving to be the best, allowing the wearer to enter a state of mind where smart is sexy and intelligence rules the day," Arden says. Scent debuts in anticipation of Usher's new album, slated to release in early 2010
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