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DRAKKAR NOIR -- THE NO. 1 PRESTIGE MEN'S FRAGRANCE IN THE WORLD -- INVESTS IN THE FUTURE WITH NEW PRINT CAMPAIGN

 DRAKKAR NOIR -- THE NO. 1 PRESTIGE MEN'S FRAGRANCE IN THE WORLD --
 INVESTS IN THE FUTURE WITH NEW PRINT CAMPAIGN
 NEW YORK, Feb. 10 /PRNewswire/ -- In a time when companies are cautiously spending their ad dollars, Cosmair, Inc., the exclusive U.S. licensee of L'Oreal, Paris, is forging ahead with new advertising for its Drakkar Noir men's fragrance.
 The brand's successful TV and print campaign, one that could have easily taken it into the '90s, has been updated...to the tune of $10 million. Why spend now to support a product's image when others are battening down the hatches? Cosmair's philosophy is that by investing heavily while the economy is sluggish, when recovery comes (and it will come), this number one fragrance will still be not only ahead of the pack, but ready to assume even greater market share.
 This week Drakkar Noir debuts its new print advertising exclusively in the opening spread of Esquire's March issue. The ad follows the fragrance's new 30-second commercial which debuted this past December to an enthusiastic response across the country. New print and media continue the tag line: "Drakkar Noir. Feel the Power."
 Drakkar Noir is manufactured and distributed by Cosmair, Inc. Of Drakkar Noir's worldwide volume, Cosmair's U.S. sales represent almost 40 percent of the total figure. Total media spend 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.
 The print advertising campaign was created by McCann-Erickson, photographed by Herb Ritts and aimed at men 18-34 years old. It features top models John Pearson (represented by Wilhelmina and under exclusive contract for the fragrance) and Stephanie Seymour (represented by Elite, currently seen in Guns 'n Roses' video "Live and Let Die"). The campaign itself will be a first for the brand as its visual will be used in all worldwide markets, thus representing L'Oreal's commitment to reinforcing a consistent global image for Drakkar Noir.
 Its theme is a continuation of the one used to update the brand's image in Drakkar Noir's new television campaign. A 30-second spot entitled "The Director" was created by McCann-Erickson and directed by Dominic Sena (Janet Jackson's "Rhythm Nation" music video and Nike's award-winning Andre Agassi commercials.) With changes in the men's marketplace, the new campaign was developed to take the brand's image from the '80s to the '90s through its portrayal of the Drakkar Noir man as a more multi-dimensional male character. In "The Director," the character is depicted as a complex and accomplished man who combines good looks and overt masculinity with intelligence and sensitivity. This is achieved through the cinematic premise of a film-within-a-film where Pearson plays an actor/director and his leading lady (Seymour) is portrayed playing a major role in his life.
 The print ad successfully echoes this theme, with Pearson and Seymour both equally the focus in the visual. A black and white image is used, the only color in the ad being solitary red line that runs above the tag line.
 Both 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- 2/10/92
 /CONTACT: Michael Trese of Cosmair, 212-984-4408/ CO: Cosmair, Inc.; L'Oreal; McCann-Erickson ST: New York IN: REA SU:


KD-KW -- NY063R -- 8527 02/10/92 17:59 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Feb 10, 1992
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