English Blazer

English Blazer is a men’s fragrance range that was a part of the erstwhile Yardley of London men range for over four decades between the 1950s and 1990s. English Blazer has its roots in Britain and is owned worldwide by Globrands barring South Africa, where it is a sub brand of Yardley, and in Australia, where it belongs to Key Sun.
History
Yardley that was established in 1770 was a major producer of soap and perfumery. In the early 1950s, Yardley made a foray into men’s fragrances with the Yardley Y range, post the removal of tax on lavender oil. The men’s range continued to do well till Yardley went into receivership in 1997. The reason for the collapse was the result of a series of marketing disasters involving the Yardley color cosmetics range. English Blazer and Gold was bought by Parfum Bleu in 1997.
Marketing
English Blazer is positioned as an authentic English fragrance that appeals to the gentleman who likes to appear distinguished and accomplished. It carries ‘Hero-like’ qualities and personifies a character like James Bond who is competent, professional and knowledgeable. The English Blazer man is sophisticated, manages to look good in any situation and has traditional values like chivalry.
Refrences
http://www.youtube.com/watch?v=Uu2NBBzgNFg

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