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Marketing in Brief: Flori Roberts

This article was originally published in The Rose Sheet

Executive Summary

Flori Roberts: Patti LaBelle "spicy" and "sensual" women's scent will be featured in a $1.5 mil. national print and radio ad campaign starting in November and running through 1997, the company said. The single- and four-page print ads tagged, "Give voice to your dreams," will appear in ethnic publications such as Essence, the Ivax division said. The firm is also supporting the scent with co-op newspaper ads. The Fimenich-supplied juice begins with ixia lifescent, yuzu and water coconut accords, leading to mid notes of Casablanca lily, stephanotis, gardenia and plum. The drydown comprises fruit lifescent, captive musks, orchid vanilla and ebony wood notes. The Patti LaBelle scent is packaged in a "texturized" frosted bottle with a silver collar and a crystal cap. The outer carton is cream, with the Patti LaBelle logo stamped in silver. Available October 1 in 1,000 J.C. Penney, Federated and May department stores, the four-SKU line ranges in price from $16.50 for an 8 oz. body lotion to $37.50 for a 3.4 oz. eau de toilette spray...
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