Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Halston: Elizabeth Arden signs NASCAR race car driver Jeff Gordon as spokesperson for Halston Z-14 men's fragrance, a scent that launched in 1976, company says. Initiative will introduce Halston Z-14 to a new generation of consumers, according to the firm. Marketing effort is currently being developed, but will feature Gordan in special edition packaging, in-store displays, sales promotions, targeted advertising, sampling and consumer public relations. Elizabeth Arden isn't the first fragrance marketer to tap the racing industry; L'Oréal signed Dale Earnhardt Jr. to promote Drakkar Noir in 2002 (1"The Rose Sheet" Jan. 21, 2002, p. 3)...