Avon plans Perceive fragrance

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Avon Products, New York, this fall will introduce Perceive, a new fragrance designed to enhance emotions through ingredients that include synthesized human pheronomes. The tagline "Fragrance that transforms emotion" is part of a preliminary campaign that will involve some broadcast ads first slated to air in Europe. This fall, the fragrance will roll out in 51 countries, including the U.S. In August, the company will distribute three brochures through its sales force over a six-week period to 15 million women in the U.S. introducing the fragrance. Avon said it plans to work with D'Arcy Masius Benton Bowles and N.W. Ayer & Partners on advertising.

Copyright June 1999, Crain Communications Inc.

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