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*  #4 (Roots) in TI (152 records)
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   #1 roots (2472 records)


Record 1 of 1 in CBCA Fulltext Business 1/99- 6/99

TI:  Roots For Her expands
AU:  Dunn-Brian
PN:  Marketing-Magazine
SO:  Marketing Magazine, v.104(7) F 22'99 pg 2.
FA:  Fulltext: 170 words
IS:  0025-3642
TN:  Roots-For-Her
CI:  Roots-Canada-Ltd
CZ:  Roots Canada Ltd
PT:  Most-Recent-Update; Journal-article
PD:  990222  
PY:  1999
AN:  4463886
LN:  SHORT
FT:  Montreal: Coty Canada Inc. of Montreal is rolling out the Roots For Her
fragrance line nationally with a $500,000 outdoor and print campaign.

The fragrance, launched last November only in Roots retail stores, is now
being carried by Eaton's, The Bay and Sears department stores across the
country.

Full-page ads for the fragrance will appear in top Canadian fashion
magazines until May and will be supported by transit cards, Omni columns,
mall posters and billboards in Montreal, Toronto, Calgary and Vancouver
between March 8 and the end of April.

The campaign features 16-year-old model Renee Lacombe of Quebec City who
has already appeared in such top fashion magazines as Vogue, MarieClaire
and Elle.

The ad copy, by Zed Graphics, Montreal, reading ``She just wears life so
well,'' is a play on words, says Roslyn Griner, director of marketing for
Coty, because it nods to Roots' clothing empire. This is the third Roots
product launch for Coty. It also created unisex fragrance UniScent and
MiniScent for children for Roots.


FC:  Copyright 2000. All rights reserved by original publisher and copyright
holder.  No part of this data may be reproduced, published, sold, 
distributed or stored in any manner other than as sanctioned by law 
or set out in a separate license agreement from the original publisher
and copyright holder.
YC:  1999
UD:  990600