LIZ CLAIBORNE TURNS TO GENERATION X
By Adnews Staff
New York-based Liz Claiborne is on the scent of young consumers. The company's cosmetics division will introduce a new fragrance line called Curve to the world in September. For the past decade Liz Claiborne has concentrated on older consumers, selling fragrances such as Vivid, Realities by Liz Claiborne and Claiborne for Men. With Curve for Men and Curve for Women, however, they are pointing the atomizer at people in their 20s. Worldwide TV and print advertising will support the launch, created and placed by Arnold Communications of Boston, Massachusetts. The camapign will also include sampling, posters and scent strips. In the U.S. Claiborne is giving away 20 Chrysler Sebring JXi convertibles in a sweepstake. The collection of perfumes, body lotions and massage oil sprays will be sold in department stores.