Guerlain's new American plan. From: WWD | Date: February 13, 1998| Author: | COPYRIGHT 1998 Fairchild Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Guerlain Inc Pres Marjorie Wollman says that the company will increase its advertising budget by about 25% as part of an overall effort to market the venerable French fragrance line more successfully in the US. Wollman says that the company plans to work more closely with its French parent company, LVMH Moet Hennessy Louis Vuitton SA.

NEW YORK -- After her first three weeks in the president's office at Guerlain Inc., Marjorie Wollan has drafted a preliminary action agenda.

Wollan has taken up the task of conveying the special character of the French brand to American consumers, using ...

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