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Marketing in Brief: Giorgio Beverly Hills

This article was originally published in The Rose Sheet

Executive Summary

Giorgio Beverly Hills: Print ads for Red Sheer Allover Spray will break in May issues of Glamour, Mademoiselle, Redbook and US magazines and will coincide with the launch of the scent, according to the Procter & Gamble division. Tagged, "A soft allover spray. A sheer allover feeling. A beautiful allover experience," the ads will feature Red spokesmodel Paulina Porizkova. The spray, a lighter version of the original eight year-old Red women's scent, "is ideal when a gentler fragrance is all that is needed" such as after a workout or on weekends, and targets the modern woman, the company said. A 2 oz. 8% fragrance spray will cost $39...
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