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Marketing in Brief: Guerlain

This article was originally published in The Rose Sheet

Executive Summary

Guerlain: Extends Kenzo Pour Homme fragrance line with Les Soins de Toilette grooming products. Included in the line is Outdoor Moisturizing Cream, which contains allantoin, shea butter, sunscreen and the firm's exclusive Aqualizer Complex to "moisturize and shield the skin from the effects of everyday stress," the company says. The grooming regimen also includes All-Over Body Gel with hydrolyzed wheat protein; Soap with sweet almond oil; Shaving Foam with an "ozone friendly" propellant system; and an alcohol-free Deodorant Stick with "an active bactericide that protects from perspiration and odors," according to the firm. The packaging for the line is dark blue with red and white graphics. Available in August, prices range from $16.50 for the 3.5 oz. soap to $32 for the 2.5 oz. moisturizing cream...

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