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Fragrance Shoppers Go for the Gold

NEW YORK — New Dana Perfumes Corporation has got a golden opportunity for men’s fragrance shoppers.<br><br>Through an unusual contest, consumers have the chance to win a one-half ounce gold coin worth $185 at current market value. ...

NEW YORK — New Dana Perfumes Corporation has got a golden opportunity for men’s fragrance shoppers.

Through an unusual contest, consumers have the chance to win a one-half ounce gold coin worth $185 at current market value.

A game piece will be placed inside 100 random packages of its Canoe, English Leather, British Sterling and NaVy for Men. Winners must mail away for their prize. Consumers who don’t want the gold piece can obtain a $150 cash prize instead. The contest runs from Dec. 1 through Nov. 30, 2003.

Anthony Wesley, chief operating officer of New Dana Perfumes Corp., said the mass market hasn’t “seen a promotion like this in years.”

Meanwhile, New Dana has reorganized its fragrance business under the Dana Classic Fragrances umbrella. All fragrance packaging going forward will bear the Dana Classic Fragrances name. The company is revving up with three fragrance launches next year.

This story first appeared in the October 11, 2002 issue of WWD.  Subscribe Today.