Redressing a fragrance line

When Ft. Lauderdale, FL-based Parlux Fragrances, Inc. recently purchased the Alexandra de Markoff line from Revlon, management felt the line needed to appeal to younger women, both in the U.S.

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and internationally. So the entire line is, as manager of package development Linda L. Ackerman puts it, "being redressed." With the help of graphic design firm Dawson-Messina (New York, NY), the company first streamlined its folding cartons, using blue with gold accents for its skin care line and gold with blue accents for its color cosmetics line. The cartons are printed on a "high-end material" said to exhibit excellent reflective characteristics. Cultech (Edison, NJ) provides the 18 pt. specialty board, which consists of a metallized polyester laminated to a cast-coated stock paper. It's offset-printed in two colors plus a UV coating, and then embossed. "It's incredibly eye-catching," says Ackerman. By the time of its completion next year, the redesign will have affected all 260 products in the line, and will include a more unified look for components such as caps and wand products like mascara and lipstick. Parlux wouldn't quantify the additional expense of the new line, but stated that it's been received well by retailers and consumers so far.

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