Letter: A whiff of irony

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Sir: Regarding 'A funny smell from the scent counter' (leading article, 12 November) - how nice to read about Bic's gallant attempt to buck the perfume market. How sad to have to report that had papers like yours deigned to give us that much publicity when we were actually doing it, we may well have succeeded.

Despite a really broad-based advertising, marketing and PR campaign across the country, we hardly got to first base with the national dailies or the women's magazines. All of those high-flying beauty editors and consumer experts just did not want to know at the time, now there's a handy bandwagon to jump on and the mentions are popping up all over the pages.

Yours faithfully,


Biro Bic Ltd

London, NW10

17 November