Dana UK

Fragrance house Dana UK has appointed youth and entertainment agency Talk Loud PR for the launch of its first UK perfume, Fetish. The fragrance will be targeted at teenage girls and has a total marketing budget of pounds 1.7 million. Fetish is the first product launched in the UK by Dana and the company is aiming to position itself as a major player among mass market fragrances. Dana is a subsidiary of US-based Renaissance Cosmetics, which bought a number of Procter and Gamble fragrances at the end of last year. The company is headed by Liz Wilkinson, the former head of strategic marketing with Boots Healthcare International.