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In an aggressive attempt to bridge its gap between mass and prestige fragrance lines at food, drug and mass merchandise stores, the Joh. A. Benckiser Gmbh unit Quintessence Inc. will launch a national television and print campaign this fall to introduce a higher-priced, upscale line extension of Jovan Musk For Men.
The move comes at a time when many prestige fragrances such as Drakkar Noir, Aramis and White Linen are being sold at the mass level.
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