PARIS - Lancome, famous for its women's cosmetics and fragrances, plans to launch its first men's fragrance in France, southern Europe and Latin America in October. It is called O de Lancome, with the O written as the masculine arrow symbol, and smells of a mixture of bamboo, ripe wheat and mint. The launch will be supported by a print ad campaign, handled in house. There will also be some outdoor advertising and an extensive sampling campaign.
O will be launched in other northern European markets, including the U.K., and in Asia in the first six months of 1997.