Looking to attracting the attention of the massive holiday shopping crowds in New York City, The Fragrance Foundation unveiled a new "street-wise" element to its One Drop Changes Everything campaign. It will utilize eye-catching telephone kiosk placements strategically located across midtown Manhattan starting Nov. 19.
— From One Drop Changes Everything... at Happi. Has anyone actually seen any One Drop advertising in the wild? (and if you have no idea what that is, see here)
I wonder how profitable this thousand launch (many by the same company under multiple brand names and lines) strategy is. I accept that many people must like light scented vaguely floral smells, but do they really want to buy a slightly different one several times a year?
Do Britney fans really want multiple fragrances with her name? (Why not a Bipolar line, an extremely overly ripe, fragrant floral and absolutely blah “water”scent. Both are a little unbearable, but you can vacillate wildly between them, plus a matching shampoo -but only recommended for after you shave your famous blond tresses).
I can see that a clothing line and a cosmetics line might want to have a fragrance at their stores, but does every possible brand in the world have a cache that translates into smell. (AIG*- The Fragrance, brought to you, by you, the taxpayer);
*Released in Britain as the Eau d’ Royal Bank of Scotland for AIG