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SAFARI FOR MEN BY RALPH LAUREN OFF TO A POWERFUL START

 SAFARI FOR MEN BY RALPH LAUREN OFF TO A POWERFUL START
 NEW YORK, Sept. 18 /PRNewswire/ -- Safari For Men, the new men's


fragrance which features Ralph Lauren on horseback in its TV spot is off to a powerful start in fine department stores nationwide.
 As noted in today's edition of Women's Ware Daily, "This is the biggest men's launch we've ever had...this one is off the charts," said Allen Burke, divisional merchandise manager of Dayton's and Marshall Field's. Sales have outrun expectations at Bloomingdales, Macy's California, Dillard's, Bullocks and Burdines. Even in hurricane- devastated Florida, Burdines' sales have exceeded projections. Retailers are reporting unexpectedly brisk sales of the accessory and ancillary products.
 The seventeen piece collection is igniting multiple sales -- pewter accessories, such as the $85 hair brush and the $40 comb are selling as sets. The classic shaving mug and at $75 has spurred interest in the art of shaving, supported by the more modern shave gel in a brushed pewter-like canister. In the high-performance grooming category, there are nine products which range from a $15 Shave Gel to a $35 After Shave Relief Balm.
 Patty Payne, vice president of cosmetics at Federated Merchandising notes that Safari For Men is "breaking many women's fragrance launch records; it's a great name, a great package, a great fragrance and a balanced launch campaign." Since the women's fragrance market is twice the size of men's, women's launches are usually more powerful. Still in its initial launch period, this immediate response by men and women to the Safari For Men collection represents a first for the industry.
 As Jack Wiswall, vice president and general manager of the Ralph Lauren Fragrance Division of Cosmair, Inc. says, "we are exhilarated by the initial response to Safari For Men and thrilled with the enthusiasm and support by our retail partners."
 -0- 9/18/92
 /CONTACT: Lois Mander of Cosmair, Inc., 212-984-4502, for Safari For Men, Ralph Lauren/ CO: Ralph Lauren Fragrance Division; Cosmair, Inc. ST: New York IN: HOU SU: PDT


KD-LD -- NY077 -- 1321 09/18/92 17:23 EDT
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Publication:PR Newswire
Date:Sep 18, 1992
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