DESTIN, Fla. — Manufacturers are pulling out all of the stops to revive an anemic mass market fragrance business.
The fragrance marketers showing new scents at this week's Efficient Retail Marketing Collaboration meeting held here are trying everything from going back to classics to mimicking Victoria's Secret body sprays. Of course, there are still celebrity launches to add sizzle, including the new Celine Dion entry (see related story on page 19) and blockbuster licenses such as Boom LLC's Hannah Montana and High School Musical franchises. The hopes are that shoppers will once again find the mass market a destination for scents.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)