Fogg will have to gear up for even more intense competition,” he adds. Additionally, ITC’s Engage is positioning products “for couples”, with complementing fragrances for men and women.

At the moment, the brand is busy pushing its premium offering called Fogg Scent, a perfume targeted at both men and women. One commercial shows the brand being introduced to the son by the mother.

it’s purely for the fragrance and its staying power,” she said. “Nothing else matters.” Fogg, meanwhile, has built its ...