New Dana Perfumes Develops Fetish With Pop Icon Brand
This article was originally published in The Rose Sheet
Executive Summary
Fetish color cosmetics, relaunching now under a partnership with singer Christina Aguilera, is rolling out to all Walgreen doors this month and will bow in select Rite Aid stores in September, New Dana Perfumes said.
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New Dana
Chairman and President Bob Bartlett resigned in Janaury due to "difference in philosophy" with shareholders New Dana says. COO Issaac Cohen will serve as acting president and likely will become permanent replacement. Likewise, CFO Tony Wesley has taken over as acting COO. Both Bartlett and Cohen joined New Dana in 1999 when Fragrance Express purchased the Renaissance Cosmetics business and renamed it New Dana (1"The Rose Sheet" July 12, 1999, p. 3)
New Dana Perfumes
Singer Christina Aguilera signs agreement to introduce cosmetics and bath and body products under the Fetish label. As part of the Fetish relaunch, products will target women ages 15-25 as "Christina is trying to get away from the teeny bopper image and looking at the longevity of the brand," Dana says. Launching in January, the cosmetics collection will include lipstick, lip gloss, eyeshadow, blush, mascara and a body-decorating category developed with "MAC-type formulations." Packaging for the line reads, "Fetish by Christina Aguilera, What a girl wants." The bath and body category will feature body mist, shower gel, bath oil and glycerin soaps in three fragrances, one of which will be the original Fetish scent. Although distribution for the fragrance has been virtually discontinued, it is still available at Sears and Ulta. Fetish fragrance and cosmetics originally debuted in 1997 and 1998, respectively
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