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DRAKKAR NOIR -- THE NO. 1 PRESTIGE MEN'S FRAGRANCE IN THE WORLD -- TARGETS THE MAN OF THE 90s WITH MULTIMILLION-DOLLAR PRINT & TV CAMPAIGN

 DRAKKAR NOIR -- THE NO. 1 PRESTIGE MEN'S FRAGRANCE IN THE WORLD -- TARGETS THE MAN OF THE 90s WITH MULTIMILLION-DOLLAR PRINT & TV CAMPAIGN
 NEW YORK, Dec. 10 /PRNewswire/ -- Drakkar Noir by Guy Laroche, the number one prestige men's fragrance in the world, debuts a new television commercial nationwide.
 Drakkar Noir is manufactured and distributed by Cosmair, Inc., the exclusive U.S. licensee of L'Oreal, Paris. Of Drakkar Noir's worldwide volume, Cosmair represents almost 38 percent of the total figure. Total media spending in the United States on the new print and TV campaign, including co-op advertising, from fourth quarter of 1991 through 1992 will approximate $10 million.
 Drakkar Noir's original campaign, created more than six years ago, accurately portrayed the man of the 80s. However, because of changes in the men's marketplace, the new campaign was developed to revamp the brand's image for the 90s through the portrayal of a more multidimensional character. The powerful lure of Drakkar Noir is artfully captured in a dramatic new 30-second spot, created by McCann-Erickson and aimed at men 18-34 years old. The short film depicts the Drakkar Noir man as a complex and accomplished man of the 90s, combining good looks and overt masculinity with intelligence and sensitivity. It is an evolution of the earlier and highly successful commercial and continues the line: "Drakkar Noir. Feel the Power."
 The commercial, directed by Dominic Sena, stars top models John Pearson and Stephanie Seymour. Its presents the cinematic premise of a film-within-a-film to help capture the power and dynamism of the Drakkar Noir positioning, while addressing the complexities of the man of the 90s. This is accomplished through a strong story line and character development: Pearson plays an actor/director whose personal life intermingles with his art...and his intriguing leading lady (Seymour.)
 The spot captures the tension between life and art -- with grainy, black and white sequences representing the film within the film, in which Pearson portrays a boxer, while color vividly announces a return to real life and his directorial role. Complementing the visuals is music that moves from a pulsating beat to classic movie underscoring.
 The television will be balanced by a print advertising campaign photographed by Herb Ritts. It also features Pearson and Seymour and is set to debut in magazines in early 1992. Ritts, one of today's leading celebrity photographers, was selected as official photographer for Elizabeth Taylor's recent wedding.
 The new print and media campaigns demonstrate a strong financial commitment by Cosmair and L'Oreal to the future growth of Drakkar Noir, in the United States, and throughout the world.
 -0- 12/10/91
 /NOTE TO EDITORS: Photographs of Pearson, Seymour, and film storyboards are available for both campaigns. After-hours calls accepted on voice mail: 212-984-4408./
 /CONTACT: Suzanne Davidowitz or Michael Trese of Cosmair, 212-984-4408, or Susan Irwin or Diane Iovenitti of McCann-Erickson, 212-984-3040, for Cosmair/ CO: Cosmair, Inc. ST: New York IN: HOU SU:


CK-OS -- NY051 -- 1147 12/10/91 15:32 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Dec 10, 1991
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