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Article: Arden seeks a hit behind Red Door. (Elizabeth Arden's Red Door fragrance)
- Article from:
- WWD
- Article date:
- May 19, 1989
CopyrightCOPYRIGHT 1989 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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ARDEN SEEKS A HIT BEHIND RED DOOR
NEW YORK -- Elizabeth Arden will launch its Red Door fragrance this fall with the largest advertising campaign in Arden's history, company executives said this week.
The company will spend $10 million on advertising in the first year to promote Red Door, which will be launched starting Sept. 17 in Arden's 3,000 stores around the country, said Terry Connolly, vice president of sales.
The launch events will stretch over a six-week period. By the middle of October, one store in each major market will have had an individual launch promotion.
Red Door will account for about 25 percent of Arden's total ...