Red square, blue square - Edgars changes branding for new launch

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"In support of the launch, we have temporarily transformed our prominent red square identity from red to blue. This is in our style of surprising and delighting our customers. We like to create intrigue and excitement and this should attract customers into Red Square to experience this new men's fragrance," says Belinda Godfrey, Edgars marketing executive.

Chanel's Alison Dixon continues, "We are excited to be partnering with Red Square to bring the fragrance to life for our customers, enjoying much support from the stores over the years and with this introduction, we are able to make one of our strongest statements yet."

Bleu de Chanel is available in selected Red Square and Edgars stores nationally.