Marketing in Brief: Giorgio Beverly Hills
This article was originally published in The Rose Sheet
Executive Summary
Giorgio Beverly Hills: P&G is working on "revitalizing" the fragrance line with a revamped image and new advertising, packaging and products following its purchase of the brand from Avon for $150 mil. in cash in August ("The Rose Sheet" Aug. 1, p. 1). The company also is developing a Salvatore Ferragamo fragrance and a third Hugo Boss scent. The firm acquired the worldwide fragrance marketing rights for the Ferragamo brand in July ("The Rose Sheet" July 18, p. 6)...