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Benetton unveils its new range of perfumes

12-May-2007
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Benetton unveils its new range of perfumes

United Colors of Benetton (UCB), one of the most-celebrated Italian clothing brands of the world, has unveiled a new range of fragrances inspired by the softness and freshness of pure and delicate cotton. This perfume is available in three variants of UCB’s fragrances -- Woman, Man and Unisex. All the perfumes will be available through Paris Design, a concept store headquartered in UAE.

Paris Design’s first retail store in India is in Delhi and the store has a strong all-India distribution network of exclusive perfumes and accessories. Paris Design is a one-stop shop for best beauty essentials at affordable prices.

UCB Woman is for a woman who knows how to express her femininity with fascinating grace. This fragrance is inspired by the accents of neroli and mandarin. UCB Man is for the male who likes discreet and reassuring fragrances, ones that give even the most hesitant of men the desire to wear scent. This perfume has a flavour of bergamot and blackcurrant bud that gives a pleasant sensation of freshness on the skin. The UCB Unisex fragrance has the ability to work its seductive powers in any setting in pure simplicity. It is a fragrance that boasts sparkling top notes with the tangy sparkling freshness of bergamot and neroli. Each of the perfume variants is available for Rs 995.

Patrick Mallek, Export Director, United Colors of Benetton, said, “Keeping in mind the Indian market’s potential and brand acceptability, we have launched this new range for the spring summer season. Benetton has been synonymous with colours and these fragrances are in sync with our philosophy.”

Asif Siddique, CEO, Paris Designs, said, “Our endeavour has been to provide luxury at affordable prices and our association with United Colors of Benetton fragrance has been a step in the same direction.”

Siddique added that Paris Designs has the ad agency called Strategy looks after the advertising in the Middle East. “In India we have yet to finalise the ad agency. We believe that promotion is essential. We are initially planning some advertising campaign for the visibility of the product. The communication of Benetton has also changed over the last few years. The advertising was more focussed on images, and less on the clothing. Now we would concentrate more on the fashion, not only on the images.”

Until now, the brand was distributed widely but Paris Design intends to communicate aggressively, with advertising, bringing up new products, and the strategy is to have regular new launches for the brand.

On the retail side, Siddique said, “We will display the product in retail shops. UCB today has 130 outlets in India and there are major development plans here since there is huge potential. We are going to promote the product through Shopper’s Stop, Lifestyle, etc. We will obviously be present in Benetton Boutiques.”

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