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Parfums Givenchy boosting 1998 ad effort under guidance of president McDonald.

This article was originally published in The Rose Sheet

Executive Summary

PARFUMS GIVENCHY TO BROADEN CONSUMER REACH WITH 1998 AD STRATEGY, which will include new advertising for the company's classic women's scent Amarige and its flanker fragrance Extravagance d'Amarige (bowing in May) as well as continued support for the 1997 introduction Organza. During the year, the firm plans to maintain launch level support for Organza, which was introduced with a $10 mil. ad spend in 1997. The company is also increasing the Amarige budget by a third to back the flanker scent and has revamped Amarige visuals. Images for the spots will mirror the vision of the fashion house under the guidance of new designer Alexander McQueen.
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