Source: WWD
Summary
Revlon has launched its new fragrance, Eternal Aura, as part of its efforts to revamp its fragrance business. Eternal Aura is the first of several fragrance launches planned by the company. According to Revlon, the scent is designed to evoke a sense of timelessness and sophistication. The launch is part of Revlon’s strategy to reinvigorate its fragrance business and regain market share.
Our Reading
The trend returns with a new name.
Revlon’s Eternal Aura enters the fragrance market with a familiar promise of timelessness. The brand’s effort to reinvigorate its fragrance business sounds like a revival of past strategies. Revlon’s new scent is reminiscent of classic perfumes, while its marketing approach feels like a repeat of previous launches. Eternal Aura’s packaging and advertising seem to borrow from established luxury fragrance brands. The fragrance industry’s cyclical nature is on full display with this launch.
Revlon’s attempt to regain market share through a new fragrance launch is a story we’ve seen before.
Author: Evan Null
