Subject Index
 

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout ...

Calvin Klein Cosmetics Company, a subsidiary of Coty, marketed fragrances under the name of Calvin Klein and cK. In August 1996 Paulanne Mancuso, CEO and president of Calvin Klein Cosmetics, announced ...

This short paper shows how Ambi Pur launched an upmarket domestic product for both consumers and distributors to establish itself on the French home fragrance market. A targeted campaign gave the impr ...

The challenge for Lynx was to retain the spirit of the brand that has made it so successful, but to find fresh and interesting ways of expressing that spirit. The campaign resulted in a phenomenal cu ...

This 1998 paper shows how advertising (O&M) changed the decline of Impulse body spray, for both the long-term and the short-term performance. It also sets out a new way of looking at the contribution ...

In 1996 the Impulse brand was coping. Of the top ten bodysprays bought in the UK, nine were Impulse, although over 50% of girls aged 16-24 claimed they would be unhappy to be seen using the product. I ...

1994 launch of So...?, a mass market female fragrance by Yardley. In an overcrowded market, need was recognised to develop a distinctive brand image. Targeted to women 19-24. Threat from aggressive re ...

In 1994, Guerlain launched into the children's perfume spray market with Petit Guerlain and the aim of achieving a turnover of Ffr10 million in its first year. Primarily targeting Guerlain customers, ...