Salvador Dali "Sun King" painting brands new scent

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MILAN -- Cofci, the Paris-based company responsible for production of the Salvador Dali perfume line, will this September launch a new fragrance in Italy based on Dali's 1944 water color painting of the French king Louis XIV.

A high impact print and in-store advertising and merchandising campaign will back the arrival of Le Roy Soleil - named after the monarch known as the Sun King - in some 600 Italian perfumeries.

The sophisticated parfum de toilette has an intricately-formed bottle with a clear plastic cap that mirrors the face in the painting, which is surrounded by rays of sunshine. Merchandise displays will mimic a museum corner with a silk rope running across the perfume and magazine ads feature a reproduction of the famous painting above a photo of the eponymous perfume.

Le Roy Soleil marks the ninth fragrance project for Cofci, which was founded in 1985 to keep alive the spirit of the surrealist Spanish painter. A special edition of the perfume in a 7.5 ml spray features a gold-colored top and a red and gold box. Dispar of Rome distributes the brand in Italy.

Copyright July 1997, Crain Communications Inc.

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