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Launch Sequence

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

page 4 of 6

Her marketing plan indicates her thoughts on the way Summersent should be presented to consumers. A lifting up of mind and spirit is long overdue in our consumer culture. Images of women need to be believable … womenfull of hope, promise, intelligence and good taste.

Summersent is dedicated to women, Kitzrow said, and is not reliant on celebrity. The model she selected to appear in her marketing materials is not a model at all. She is a mom with three little girls and Kitzrow said she is believable; she is someone another woman would want to spend time with.

Kitzrow spent time talking with a number of people associated with the fragrance industry as she worked to get Summersent to market, one of whom told her she could put the mystique back in fragrance with her perfume and her plan. She also spoke with Rochelle Bloom, president of The Fragrance Foundation. “Rochelle told me it’s a rough business,” said Kitzrow.

“I warned Marjorie, as I do many people, that it is very difficult, as an individual, to develop and market a fragrance,” said Bloom. “It is costly and hard to find someone to sell it.”

Bloom said many people would have been overwhelmed, but Kitzrow was determined and that is really what it takes to make it happen. “Once I get my mind on something, I’m very strong-willed—patient and persevering,” said Kitzrow.