By  on April 8, 1994

NEW YORK -- Revlon is out to ignite its less-than-sizzling mass fragrance business with the most ambitious launch in its history.

The company aims to make the new scent synonymous with Revlon in the consumer consciousness, eclipsing even Charlie, which was a worldwide sensation in the Seventies.

As a measure of its commitment, Revlon has named the new fragrance Fire & Ice, a name that has its roots in the company's history and evokes the glory days of legendary founder Charles Revson.

Fire & Ice was the name of the company's first classic shade of red lipstick with matching nail enamel in 1952. In August, the fragrance incarnation of Fire & Ice will be launched globally. It will be followed in November by Fire & Ice for Men.

Industry sources estimate that the Fire & Ice women's scent could have a wholesale volume of $30 million to $35 million in the first year and the men's would generate around $15 million. Revlon executives declined to break out sales projections.

"Historically, Charlie is the only fragrance that has been directly linked with Revlon," said Kathy Dwyer, the company's executive vice president of marketing. "Our most recent fragrances have been more niche brands and just haven't had that association. "We are committed to making Fire & Ice the signature fragrance for Revlon," Dwyer added. "A fragrance can reinforce the glamour of color cosmetics, and we expect that Fire & Ice will work for us in that way. Some of our more recent launches haven't done that."

To achieve that, Revlon is reportedly investing $20 million in advertising and promotions to support the Fire & Ice fragrance brands during its roughly nine-month launch period, which will extend into part of 1995.

"We are intent on being the leading spender in 1994 and beyond in the mass fragrance market," said Dwyer, who declined to comment on advertising or sales figures.

Print and TV campaigns for the women's fragrance will break in September and run at least through June, according to Linda Baboulis, vice president of marketing. Men's TV and print ads will break in December.

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