Giorgio debuting new/reformulated products, at lower prices for younger look.
This article was originally published in The Rose Sheet
Executive Summary
GIORGIO NEW/REFORMULATED PRODUCTS, LOWER PRICE-POINTS are part of Giorgio Beverly Hills' plan to revamp the 14 year-old Giorgio prestige fragrance and attract younger consumers. The new Giorgio line, which includes a new fragrance form, reformulated ancillary products and updated packaging and advertising, will debut Aug. 20 in all 2,000 doors where the line currently is carried. The relaunch is the first major change following Procter & Gamble's acquisition of Giorgio Beverly Hills from Avon in September ("The Rose Sheet" Aug. 1, p. 1).