Mary Kay Journey women's scent to launch globally in August with $1 mil. ad campaign.
This article was originally published in The Rose Sheet
Executive Summary
MARY KAY JOURNEY WOMEN's SCENT SUPPORTED WITH FIRST EVER AD CAMPAIGN for the Dallas-based direct-sales company. A $1 mil. national print ad campaign will break in fall issues of Vogue, Glamour and Allure. Tagged "Life is yours to explore," the spots depict a woman standing alone on an ocean beach surrounded by a blue sky with white clouds, Mary Kay said. The company predicts the fragrance will generate $90 mil. in global retail sales during its first year on the market. Journey is the first women's fragrance the firm has launched since Tribute bowed in 1989.