Ralph Lauren’s New Perfume to Cost £2,000 a Bottle
Ralph Lauren’s new super premium perfume, Love will cost £2,000 a bottle. The new perfume, which comes in a gold-plated bottle, is to be launched in Harrods in October. The perfume is targeted at women over 25 years who have got high spending powers.
Antny Rankin, senior marketing and product manager at Ralph Lauren, says that Love is the brand’s most exclusive fragrance and therefore it will have a more engaging marketing strategy than a blanket media campaign to support the launch. The super premium launch is coming at a time when there is increased pressure on consumer spending in the UK which has lead to a downturn in retail sales this year and persuaded many brands towards discount strategies.
Ralph Lauren is also introducing its Notorious fragrance, which was launched in the US over the summer, to the UK. The company is also planning to increase its media spending by 150% to launch both brands.
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