Marketing in Brief: Paul Sebastian
This article was originally published in The Rose Sheet
Executive Summary
Paul Sebastian: Mark Cross Embrace women's scent bowing in Bloomingdale's, Neiman Marcus and the seven U.S. stores carrying the designer's leather goods, the fragrance marketer said. The launch will be followed by a rollout to 300 additional doors, including Lord & Taylor. Print ads will run in "leading fashion and lifestyle" publications, including Elle, Harper's Bazaar and Town & Country, Paul Sebastian said. Tagged "An experience, a feeling, a fragrance," the spots will feature a back-to-back shot of two Embrace fragrance bottles, the company said. Supplied by Givaudan-Roure, Embrace opens with bergamot, mimosa, magnolia head space, rose and champagne head space notes. The heart comprises pink muguet, jasmine and sheer woody accords, drying down to base of musk, sandalwood, ylang ylang and tonka bean notes. The 10-SKU Embrace collection includes a 1 oz. perfume for $240, and two eau de toilette offerings -- 1.7 oz. and 3.4 oz. -- for $50 and $70, respectively...