Liz Claiborne, Inc.: The Liz Claiborne Fragrances campaign

Liz Claiborne, Inc., the leading U.S. producer of women's clothing and accessories in the 1990s, also had a broad product line that included cosmetics.

Liz Claiborne, Inc.: The Liz Claiborne Fragrances campaign

Daryl Mallett

Overview

Liz Claiborne, Inc., the leading U.S. producer of women's clothing and accessories in the 1990s, also had a broad product line that included cosmetics. In 1986 the company created a signature fragrance that it named Liz Claiborne, the Fragrance. A year after it was introduced, advertising agency Altschiller Reitzveld successfully relaunched the product, and it became the best-selling scent in U.S. department stores. Liz Claiborne went on to introduce other fragrances, promoting them with extensive advertising campaigns that rejected the fantasy supermodel image and instead celebrated women who were...

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