Parfums de Coeur, Ltd.: Designer Imposters: Comparative Advertising campaign
Anita Louise CoryellOverview
After more than 20 years of working for other companies and creating well-known scents for brands such as Prince Matchabelli and Yves Saint Laurent Parfums, perfume maverick Mark Laracy started his own fragrance company, Parfums de Coeur, Ltd., in 1981. Laracy saw a niche in the market not being filled by anyone else: designer fragrances with nondesigner prices. The result was a line of products known as Designer Imposters, perfumes and sprays that closely resembled high-priced fragrances in smell but sold for far less. A one- or...