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Article: Passion sparks body riches. (Parfums International to launch Elizabeth Taylor's Passion bath products) (Body, Bath, Hair and Sun Products supplement)
- Article from:
- WWD
- Article date:
- May 6, 1988
- Author:
CopyrightCOPYRIGHT 1988 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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PASSION SPARKS BODY RICHES
NEW YORK -- Parfums International will launch the body and bath products for Elizabeth Taylor's Passion fragrance with almost as much hoopla as the fragrance last year.
The line, called Body Riches, will have its own print and radio campaign when it bows in August, 26 million scented strips and body lotion packets, limited-edition items and the support of Elizabeth Taylor herself, who will make a five-city, four-week tour of the stores.
The stores Taylor will visit, beginning in mid-September, have not been chosen yet.
The challenge for the company this year is to maintain the momentum of the brand, which has ...