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November 14, 1997
Lori M. Irving Pd.D Dear Ms. Irving: Further to our telephone conversation of November 6, 1997, here is the letter I promised you in response to our "Fetish" fragrance advertisement. We have recently learned that certain advertising employed in connection with our recently launched "Fetish" fragrance has offended some who have seen it. Please be assured that no offense or insensitivity was intended. Dana Perfumes sincerely regrets any impression created by these advertisements that it is insensitive to the concerns and best interests of its customers. As the nation's second largest manufacturer and marketer of mass-market fragrances, we attempt to maintain the highest possible standards of quality and care regarding the integrity of our products and the welfare of our customers. We are always mindful of the sensitive issues that can be raised by beauty industry advertising, and we did not believe that any ads used in connection with the "Fetish" fragrance launch were in poor taste or were insensitive to the issues that are important to our potential customer group. We have been contacted, however, with the concern that, despite our best intentions, some of these advertisements do not live up to the standards that we attempt to maintain. Consequently, and effective immediately, Dana Perfumes is canceling its use of the subject advertisements. While some use of the advertisements may continue temporarily in magazines that have already been printed and promotional materials that have been utilized, no further use will be authorized. We want to apologize to anyone who may have been offended by these advertisements, and offer our thanks to those who took the time to contact us. We will redouble our efforts to ensure that our products, advertisements and other marketing materials represent the highest standards of our industry. We firmly believe that our customers and partners deserve no less. Yours Sincerely,
Lynne Myers |
