Gucci Parfums set March 3 for the worldwide launch of Envy, a new women's fragrance. The German personal products company Wella owns the Gucci fragrance license. Gucci fragrance marketing will be managed from France by Wella-owned fragrance house Rochas. A massive in-house print and outdoor ad campaign, plus sampling and point-of-sale promotion will support the simultaneous worldwide launch, though the androgynous Envy bottle will appear exclusively in Saks Fifth Avenue, New York, as soon as Feb. 18.
Copyright January 1997, Crain Communications Inc.