Musmanno Cultivates Fragrance Foundation's New Image

摘要

For Elizabeth Musmanno, thinking out of the box is what it takes to create a new package for the Fragrance Foundation. "I was zipping around the city one day and my cell phone rang," she says. "Terry Darland (president, North America, Christian Dior) called me and said, 'You know, we're looking for a president of the Fragrance Foundation'... and we kind of started the conversation from there." The newly appointed president is on the move to help boost the organization's cache. Musmanno has already implemented the early stages of the organization's blooming transformation. First on the agenda has been improving fhe brand's image through a series of moves—especially upgrading the elegance factor for the Fragrance Foundation awards while nixing its "FiFi" acronym-cum-nickname. Another focus includes adding other aspects to the foundation such as educational talks from leaders across a variety of industries. The overall goal is to heighten the respectability of the organization while appealing to its members and generating greater consumer awareness.