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AD AGE'S WORLD WIRE: GUCCI PARLAYS SUCCESS INTO NEW FRAGRANCE

Published on .

[Paris] Gucci hopes to make a major breakthrough in the perfume market with the worldwide launch in March of Envy, a women's fragrance developed in collaboration with Tom Ford, the Texas-born creative director and designer widely credited with the renaissance of Gucci as a stylish and successful luxury goods marketer. Envy's marketing, including in-house print and outdoor ads, sampling and point-of-sale promotion, will be managed from Paris by Rochas, the fragrance business owned by Wella, the German personal products company that owns the Gucci fragrance license. Gucci is forecasting first-year sales for Envy of $58 million, twice the total sales from Gucci's existing four fragrances.
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