Marketing in Brief: Escada Beaute
This article was originally published in The Rose Sheet
Executive Summary
Escada Beaute: Que Viva, a "fruity, floral" seasonal fragrance, will be on counter March 1, according to Adipar, the company's New York City-based distribution subsidiary. Supplied by Creations Aromatiques, the scent opens with notes of passion fruit and pineapple, leading to a heart of rose, jasmine, violet, figs, grapes and plums. Sandalwood, cedar and vanilla tree flower accords comprise the drydown. Packaged in a "vivid blue" heart-shaped bottle with a gold cap, a 1 oz. Que Viva eau de toilette will retail for $35. A 1.7 oz. edt spray will cost $45 and a 3.4 oz. edt spray will sell for $65. A 5.1 oz. shower gel and 5.1 oz. body lotion will cost $25 and $30, respectively. Escada is also planning to launch a new men's fragrance and an extension to its Acte 2 scent this spring...