Discusses marketing tactics of perfume manufacturers to gain market shares for new products through the use of different bottle shapes and colors and through celebrity endorsement.
Written in 1993; 900 words; 6 sources; $ 31.95
From the Paper:
"The perfume industry is in a period of expansion and diffusion, with new fragrances, a new emphasis on bottle design, and inclusion of a number of celebrity endorsers and "creators" to boost sales and add an aura of glamour to new products. Trends can be discerned in the types of fragrances produced each year which will continue into the future.
Elizabeth Taylor has been very successful with her two lines of perfume and has boosted sales through her television commercials for these products. Television advertising has been an important component in the marketing of fragrances for some time. The commercials deal primarily with image, mystery, and a sense of style of the fragrance. Recently, Elizabeth Taylor has been associated with a perfume called White Diamonds, produced by ..."
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