Urban Perfume Line Blows Up on New York's Street

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Rondayvou Perfume is blowing up the streets of New York.

Explosive is the only way we can describe the sales growth

A new perfume brand is turning up on the streets of New York City. It's called Rondayvou (pronounced rendezvous). "Explosive is the only way we can describe the sales growth," says the perfume's creator, Abdul Malik. "The whole concept has taken off better than expected."

The fragrance, packaging and marketing were designed with the cosmopolitan/urban woman on the go in mind. They're not selling or making you pay for fancy bottles that sit up on a bureau or dresser. The lipstick style bottle is made to fit in a woman's purse. The whole concept behind Rondayvou is having the perfume with you when you need it, hence the slogan, "Rondayvou Perfume fits in your purse, because you never know." Its USP (Unique Selling Proposition) is convenience.

Rondayvou Perfume is being distributed via word of mouth, but this is about to change. Now that the marketers have figured out a low cost tamper-evident packaging design, they're on the fast track for distribution through standard retail outlets at a moderate price. Their business model intersects on three selling points, quality, convenience and price.

Rondayvou Perfume started out as part of an idea for a book promotion, but the idea took on a life of its own. Women were soon buying the perfume and passing on the book. Rondayvou Perfume is distributed by Bronx Village Publishers, P.O. Box 1021 Bronx, NY 10466
website: rondayvou.com

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MIKAEEL ABDUL-MALIK
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