Dana Perfumes Shades women's scent slated to receive $3 mil. in marketing support.
This article was originally published in The Rose Sheet
Executive Summary
DANA PERFUMES SHADES WOMEN's FRAGRANCE TO DEBUT IN MARCH as the fourth member of the Navy family of fragrances, the Renaissance Cosmetics division said. Courting a wider audience than Navy for women, Shades will be marketed as a casual scent while maintaining the overall positioning of the original Navy scent as a high fashion, mass market fragrance. Although considered a flanker scent to Navy, Shades, whose juice will not resemble the original, is expected to appeal to the Navy wearer as well as attract its own loyal customer.