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MILAN — Kate Moss will star in a campaign to relaunch one of Bulgari’s original scents.
The Roman jewelry company will re-release Bulgari Pour Femme worldwide this August with the aim of repositioning it as Bulgari Parfum’s cornerstone women’s scent. A spokeswoman for Bulgari here said the relaunch is intended to show that the classic fragrance transmits the essence of a luxury jewelry company.
Bulgari Pour Femme will be promoted by an international print and television advertising campaign featuring Moss. Though the company wouldn’t divulge numbers, the campaign is purported to be the biggest promotional investment ever made by Bulgari Parfums. Industry sources peg that figure at up to $3 million.
For complete coverage, see tomorrow’s issue of WWD.