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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• The average spend in the UK of Valentine’s Day Products is £65. Most of that goes on Perfumes and Fragrances.
• Over 1 Billion Valentine’s Day cards are sent (and I still don’t get one!). Surprisingly, Teachers receive the most, followed by children.
• Lace, a fabric associated with valentines day, is so named after Love And Romance.
• The heart is associated to Valentine’s Day as it is considered the source of all human emotions. The custom of drawing a heart shape is supposed to have come from early attempts to draw an organ that no one had seen. The symbol came on to become as a sign of love.
• In the Middle Ages young men and women drew the names from a bowl to see who would be their Valentine. They would wear this name pinned on their sleeves for one week. This was done so that it becomes easy for other people to know your true feelings. This was known as “to wear your heart on your sleeve”.
• In America, the pilgrims used to sent confections, such as sugar wafers, marzipan, sweetmeats and sugar plums, to their affianced. Lot of value was placed on these gifts because they included what was then a rare product, sugar. After the late 1800’s, beet sugar became widely used and more available, and sweet gifts continued to be cherished and enjoyed.

Source: My Dear Valentine