Lever Fabergé is spearheading a £6.5m marketing package for its Impulse female toiletries brand with the launch of a new Siren fragrance.
Support for the new line will account for more than half the total budget and is set to include TV, press and poster ads from next month through to the end of March, as well as instore sampling.
Like the rest of the Impulse range, Siren is aimed at 15 to 24-year olds. It has been designed by Ann Gotlieb, the nose' responsible for the highly successful Calvin Klein fragrances CKOne and CKBe. Brand executive Kay Dickinson said it was more "sensual and sophisticated" than the existing range. "It has been created to reflect consumer needs for a fragrance they feel can give them a little power over men," she added.