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Launch Sequence

By: Karen A. Newman
Posted: October 13, 2008, from the April 2006 issue of GCI Magazine.

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For Von Maur, the decision to carry Summersent was all about uniqueness. “We really loved her story, and it was something just for Von Maur,” said Lynn Jarrett, men’s and women’s fragrance buyer. Kitzrow has created visual elements to support the launch.

Response has been good from Von Maur’s fragrance selling specialists, too. “We have had super-positive feedback,” said Jarrett. “They just fell in love with the fragrance, and they loved the packaging, too.”

She launches at Von Maur this month with a .33 oz parfum and a 2 oz eau de parfum. Two line extensions, a body cream and a body lotion, already are created and may be added this fall. The launch will take place at a “trend event” for store customers at the Von Maur location in Louisville, Kentucky, and the product will be placed in more stores in the chain throughout April and May.

A Fragrance is Born

The road from bloom to bottle has been an interesting journey. The inspiration for Summersent was a flower Kitzrow heard about from a friend and which she made a special trip to the Chicago Botanic Garden to smell. She won’t divulge the name of the flower that was the inspiration for the fragrance but she will say that its scent is “haunting, magic.”

“I thought it would be so interestingthat it was so familiar,” she said. “It gets in your head and you just say ‘Wow!’ I had heard about it and I wanted to seek it out. It is a very old plant.”