"In a marketing career, these opportunities are few and far between," says Ms. Jasinski, who handled the fragrances' marketing for the unit of Estee Lauder's Aramis division. "Tommy and Tommy Girl are the most exciting products I've worked on."
One marketing element behind the success of Tommy Girl was the simultaneous move by Mr. Hilfiger into women's fashions. Both the fragrance and the clothing line were launched together in October with a $25 million print and TV campaign via Toth Design, Concord, Mass.
"We have a synergistic effect between the fragrances and the fashions," says Ms. Jasinski.
Ms. Jasinski emphasizes it's not just the advertising that has made Tommy Girl popular, but the ongoing special events surrounding the brand. Events such as "Girls Night In" are held on college campuses nationally, featuring both Tommy Hilfiger fashions and fragrance. Sponsored concerts also have proved popular.
Both Tommy and Tommy Girl dominate retailers' best-sellers lists. Lauder in January reported second quarter net sales of fragrances moved up 3% due to the launch of Tommy Girl and the continued success of Tommy.
Tommy Girl has succeeded "in capturing the girl in today's woman," says Ms. Jasinski. "It's a reflection of the American woman and her spirited attitude."