SuperBrands ’96 Category Ranking: Cosmetics/Frangrances

Men’s Frangrances
Coty, the leader in women’s fragrances, maintains a strong position in men’s
fregrance as well, with three of the top five brands in the category.
Brand Co. Name, Location
Lead Agency, Location
Sales (millions)
Media Expenditures (millions)
1 Stetson Coty, New York
Media Exp.: $15.9
2 Old Spice Procter & Gamble, Cincinatti
Tatham EURO RSCG – Chicago
Sales: $53.6
Media Exp.: $7.3
3 Brut Chesebrough-Pond’s, Greenwich, Conn
Ammirati & Puris/Lintas – New York
Sales: $32.6
Media Exp.: $12.0
4 Jovan Coty, New York
Margeotes, Fertitta & Weiss – New York
Sales: $27.7
Media Exp.: $9.5
5 Preferred Stock Coty, New York
Jerry & Ketchum – New York
Sales: $26.7
Media Exp.: $7.6
Sources: Information Resources Inc. (Sales); Corporate Media Reporting
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