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Article: Growth in the air for scented strips. (Holiday Fragrance supplement)
- Article from:
- WWD
- Article date:
- September 13, 1985
- Author:
CopyrightCOPYRIGHT 1985 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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NEW YORK -- The scented insert, made popular by Giorgio, Beverly Hills, has changed the face of fragrance marketing. It has put a scent into the hands of millions of potential customers who didn't even have to walk into a store.
The inserts fill magazines, stuff billings and make their mark in retailers' catalogs -- and if their suppliers have their way, they won't stop there.
Scented inserts will soon be in newspapers and, as part of cross-merchandising efforts, may appear on such items as jeans tags or in shirt pockets, and on the outside of packages. One manufacturer proposes breath-activated inserts and a few others are working on ways to sample ...