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Old Is New Again For Fragrance Marketers

In the fragrance marketing industry, the classic lives. In an increasingly competitive environment, where launching a new scent can be prohibitively expensive, a growing number of companies are relaunching old brands to appeal to a new generation of perfume-wearers. The latest rollouts involve big ad campaigns--and in some cases, more prominent displays in department stores. For example, Coty Inc. is "reinvigorating" ck one, a fragrance that got buzz 12 years ago as one of the first big unisex scents on the market. Also this fall, in time for the big holiday push, Clinique--owned by Estée Lauder Cos.--has scheduled its biggest launch of the year with a multimillion-dollar ad campaign for Happy, a fragrance first introduced in 1997. Prescriptives, another Estée Lauder concern, is planning a big relaunch of Calyx, a citrus-like fragrance that has been around since the second Reagan administration. "The marketplace is challenging right now," says Brenda Lilly, director of global fragrance marketing for Clinique. "We have tremendous brand recognition with Happy and believe that there is still tremendous momentum within this existing brand. We're not finished with it yet."

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