Gummi Savers' new Wacky Frootz combines two colors and two fruit flavors. ARDEN PITS TRUE LOVE VS. LAUDER'S BEAUTIF

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NEW YORK-Elizabeth Arden Co. is introducing True Love fragrance in an effort to take on Estee Lauder's Beautiful. Lauder's product is the No. 1 brand in the $1.6 billion women's fragrance market.

The new scent will be supported with $12 million-plus in print and TV ads handled in-house.

True Love also will be heavily sampled with a program that will include 35 million scent strips in magazines during the months of November and December.

Other new products

Avon Products this month will introduce Far Away, its first global fragrance. Spot TV will run in the U.S., while international markets will see print and TV support. FCB/Leber Katz Partners, New York, is Avon's agency. Vial sampling will also support. Worldwide spending is estimated at $8 million-plus.

Procter & Gamble Co. is putting Ivory MoistureCare bar into a Tucson, Ariz., test. The product includes some of the same technology as New Ivory tested in Buffalo, N.Y., last year but it does not float like the original Ivory. Saatchi & Saatchi Advertising, New York, handles.

Tambrands will launch an aggressive ad campaign this December to introduce Tampax Satin Touch tampons. Launched in Canada last year, Satin Touch will be shipped to U.S. stores beginning in October. The product's cellulose-based applicator offers the comfort of plastic but is still flushable and biodegradable. Marketing will include a TV and print campaign to break in December, handled by BBDO Worldwide, New York; consumer promotions, handled in-house; trade support; and sampling.

Vitafort International Corp. this month begins the national rollout of Fudgets fat-free brownies into supermarkets and drugstores. The brownies are available in four flavors: chocolate fudge, peanut fudge, raspberry and butterscotch. The marketer plans promotions, advertising and product demonstrations to support the introduction; an agency will be named later this year.

Pillsbury Co. this fall is moving its Teddy Bear and Dinosaur refrigerated cookie doughs into national distribution after a year in selected markets. Pillsbury is also adding to its refrigerated dough line with Pillsbury Cookies with M&Ms. Leo Burnett USA, Chicago, handles umbrella advertising for Pillsbury's cookie dough line.

Nestle Chocolate & Confections is rolling out Nestle Buncha Crunch and Butterfinger BBs, bagged bite-size versions of its popular candy bars. Network TV breaks Oct. 24 for both products. Thing from "The Addams Family" appears in the Buncha Crunch spot, while Bart Simpson stars in two spots for Butterfinger BBs. Free standing inserts and sampling will also support. Jordan, McGrath, Case & Taylor/West, Glendale, Calif., handles.

Nabisco Foods Group's Life Savers Division is rolling out another extension to its Gummi Savers line, Wacky Frootz. Network and cable TV will support in late September aimed at kids and teens. A free standing insert also supports. FCB/Leber Katz Partners, New York, is the agency.

Suntory Water Group this fall is testing an extension of its 10-K sports drink in Houston and New Orleans. 10-K Plus is touted as the first juice-added thirst quencher, with 100% of the daily recommended allowance of vitamin C. The product is aimed at kids and their parents, with marketing handled in-house.

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