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Women’s Fragrances
In a down year for the category, Coty remained the leader with three of the top five brands. Newcomer White Diamonds, from Unilever unit Elizabeth Arden, grabbed the No. 5. spot.
Rank….Brand………….. Co. Name, Location
.Lead Agency, Location
…Sales (millions):
…Media Expenditures (millions):
1….Vanilla Fields……… Coty, New York
..Seiden, New York
…Sales: $34.8
…Media Expenditures: $10.3
2….Jovan………………… Coty, New York
..Margeotes, Fertitta & Weiss, New York
…Sales: $34.4
…Media Expenditures: $9.1
3….Vanderbilt…………..L’Oreal, New York
..McCann-Erickson, New York
…Sales: $24.0
…Media Expenditures: $0.6
4….Lady Stetson……… Coty, New York
..Jerry & Ketchum, New York
…Sales: $18.9
…Media Expenditures: $4.7
5….White
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