Elida to launch unisex perfume

A new unisex fragrance will be launched by Unilever toiletries and perfume company Elida Fabergé in time for 1997 Christmas retailing.

The launch follows the second successful year of sales for Unilever’s other unisex fragrance, Calvin Klein’s heavily image-based CK one, launched in the UK in 1995.

Elida refused to comment on what the new brand will be called but it will target a younger market than CK one’s 19 to 25-year-old age range.

In response to CK one, supermarket chain Asda also launched its own unisex scent, George 1, and last summer Paco Rabanne marketed Paco for men and women.

The last Elida brand launch was the Addiction range of fragrances for men and women last year.

The launch of the new brand will follow a 1m below-the-line campaign for Elida Fabergé’s top selling men’s toiletry brand, Lynx, developed by advertising agency Claydon Heeley International.

It is understood CHI will handle below the line and Simons Palmer Clemmow & Johnson above the line for the new fragrance.

Elida is also spending 2m this year on the relaunch of its ads for the haircare range Salon Selectives.

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