Magazine article Marketing

Yardley Fights Mass Market Slide with Launch of Forever and Lace

Magazine article Marketing

Yardley Fights Mass Market Slide with Launch of Forever and Lace

Article excerpt

Yardley fights mass market slide with launch of Forever and Lace

Yardley Lentheric is to launch its first new fragrance brand since last year's management buyout.

The fragrance and cosmetics business, formerly owned by SmithKline Beecham, will back the mid-market Forever with a 1m [pounds] TV ad campaign in October.

The introduction coincides with the first relaunch of sector-leading fragrance Lace since it was introduced in 1984. It will be Yardley's first bath and body care range. The activity marks an attempt by the buyout team to shed the dated image which has surrounded the Yardley name in recent years.

The new brands, positioned in the declining mass market perfume sector, come as sales have been severely knocked by the recession. In recent years the "exclusive' sector of the market -- which includes brands like Chanel -- has been growing at the expense of the mass fragrances, with exclusives accounting for 67% of 360m [pounds] sales by value in 1989. …

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