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Article: SANTA MARIA NOVELLA KEEPS THE FAITH.
- Article from:
- WWD
- Article date:
- June 11, 1999
- Author:
CopyrightCOPYRIGHT 1999 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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FLORENCE -- Entering the Officina Profumo Farmaceutica di Santa Maria Novella here is like walking into a foreigner's vision of Italy: frescoed ceilings, bronzed angels, stirrings of a violin concerto and rows of soaps and elixirs stacked neatly in glass cases.
This artisanal perfumery, which has produced fragrances since 1400 and opened to the public in 1612, sells a seductive mix of handmade fragrance, cosmetics and herbal remedies. How, in the age of mass production and perfumery chains, can it survive?
The answer lies as much in the quality of the products as in the savvy marketing, which is based on public relations and not on advertising. Last ...