Bulgari launch takes low-key approach. (Bulgari Parfums)

From: WWD | Date: June 17, 1994| Author: | Copyright information

Bulgari Parfums will release a new fragrance in Sep 1994. The launch will be small, tasteful and restricted to about 40 stores. The company expects the new fragrance will have a wholesale volume of $2 million in its first year. A 0.5-oz parfum will retail for $150. The company will advertise by sending each store's top customers an invitation for a deluxe sample.

NEW YORK -- While Bulgari Parfums plots a wider distribution for its second fragrance, the company is maintaining its dignified style.

"We think that things are becoming a little too fast, easy and gimmicky in the fragrance ...

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