Putting fragrance into public space

"It's the closest that advertising can get to the point of purchase," says Sean Reed, CEO of Fashion Media, "it draws you into the shop and directs you to the merchandise on the promotional bays and gondola ends."

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The fragrance, which is in a glass vial ensconced within a unique Diesel His and Hers denim material pouch, has a national campaign for four weeks in Edgars and two weeks within the Red Square chain of stores.