Despite its Gallic nomenclature, Procter & Gamble Prestige Beauté will not be marketing its new “fruity, floral, and romantic” fragrance via stores in France.

Instead P&G’s latest perfume, Laura Biagiotti Emotion, will rollout across central, western and eastern Europe before wafting to the Middle East and Korea. It is undecided if the brand will pervade the US.

Launch advertising is in the hands of Grey Worldwide, London, although it will be adapted to suit local requirements by other indigenous Grey units.

News source: AdAge Global