Word: guerlains
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Stopped by the perfume counter lately? Better set aside more than your lunch hour if you do. Led by the great French houses--Guerlain, Chanel, Christian Dior and Lancome--the perfume industry has become a hothouse of innovation, churning out literally hundreds of new fragrances, some of them designed to blossom and fade in the marketplace in about the same time span as the flowers that provide their essence. Fragrance, says perfume expert Michael Edwards, has become a "fashion accessory. Companies are mining and reinventing their heritage...
Take Philtre d'Amour, for example. Touted by Guerlain as a limited-edition scent for the first year of the millennium, it will be gone at the end of 2000. Like its limited-edition forerunners, Guerlinade, Belle Epoque and Guet-Apens--all released by Guerlain in the past two years--it is unlikely to have a profound effect on the company's bottom line, neither demanding excessive advertising nor generating vast sales...
...side, he is whipping the production side, taking advantage of all the available back-room synergies in manufacturing and distribution. For instance, Lacroix's Bazar line is manufactured by Kenzo; Jungle, Kenzo's perfume, is made by the Givenchy factory; and Vuitton's first perfume is being concocted by Guerlain, another LVMH firm. The principle is to control costs rigorously, then spend a fortune on advertising...
...popularity of a wardrobe of scents -- one for the office, another for evening, still others to match season or mood. Brand loyalty is virtually a thing of the past. In another trend, women are using men's scents increasingly, especially Armani, Calvin Klein's Eternity, Chanel's Egoiste and Guerlain's classic Vetiver...
Sophomore Cindy Green won both jumping and equitation in her class, and she placed second in the show via a ride-off with two Tufts riders, Peter Wylde and Stephanie Guerlain. Green, the captain of the equestrian team, will be traveling to the regional tournament. She gained enough points in her competition to move into the intermediate class...