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Bulgari Eau Fraiche lighter version of Pour Femme to bow in September.

This article was originally published in The Rose Sheet

Executive Summary

BULGARI EAU FRAICHE COURTING YOUNGER WOMEN in an attempt to broaden its existing consumer base, Bulgari said. A "lighter, fresher" scent based on the company's 1994 entry Bulgari Pour Femme, Eau Fraiche will target women ages 22 to 30. The original fragrance is positioned to attract the 30-plus age set, the company explained. Eau Fraiche's distinct positioning will avoid cannibalization of sales for Bulgari Pour Femme, according to Bulgari. Chanel handles U.S. distribution of Bulgari's fragrances.
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