Word: eleganceâ
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...that a particular product is aimed at: her tastes, attitudes, psychology. When he arrived, the Borghese brand of cleansers, moisturizers and fragrances had no particular image beyond high price. Under Bergerac's constant questioning about "Who is the Borghese woman?" aides finally defined her as a person of sophisticated elegance???and, one gathers, refined eroticism. Ads for Borghese perfume ("The Perfume of the Night") feature an obviously nude woman, her head and shoulders bathed in a rosy glow, the rest of her body outlined in deep shadow. Bergerac's favorite ad, which shows a bare-breasted Borghese woman in silhouette...
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