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Article: Guerlain going after the kids. (prestige perfumes company to introduce scents for children)(The Beauty Report)
- Article from:
- WWD
- Article date:
- February 11, 1994
- Author:
CopyrightCOPYRIGHT 1994 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PARIS -- Guerlain's plans to enter the small but promising children's fragrance market in April has left its competitors wondering whether the French perfume giant will play Fairy Godmother or Big Bad Wolf.
With the introduction of Petit Guerlain, the company will become the first major prestige fragrance house to launch a scent for kids under its own name. As a result, the company will either gobble up share of a fledgling market from other manufacturers or provide the jolt the industry has been looking for since the mid-Eighties, when fragrance marketers first targeted the 10-and-under set.
Bernard Fornas, Guerlain's international marketing director, ...