Marketing and all things related

Now you might think that model Kate Moss smells great, and we suspect she does. But beginning next month, Kate Moss will smell twelve years old. No, she will not smell like a twelve-year old, but rather the $ 147 Pour Femme fragrance she will be endorsing for Bulgari SpA is a 12 year old formulation. According to The Wall Street Journal (paid subscription required) it is increasingly common for the fragrance industry to resuscitate retired scents for a new generation of perfume-wearers. So get ready for Coty to re-launch ck one, another 12-year old scent that ushered in temporary unisex fragrance movement. (Perhaps you remember the gaggle of bare-chested men and women in white pants embracing each other in an orgy of “gee—we all smell the same.”) On the plus side, celebrity fragrances are helping the industry recover from a slump since 2001. So, we welcome Kate Moss to the party, even if she does smell a trifle musty. Photo Credit: The Wall Street Journal.