Giorgio Beverly Hills "House of Giorgio" fragrance brand planned for 1998.
This article was originally published in The Rose Sheet
Executive Summary
GIORGIO RED 2 COMPLEMENTS STRATEGY OF TARGETING TO YOUNGER AUDIENCE: the new fragrance is an "innocent, playfully seductive" women's scent positioned to women ages 18 to 34. Developed as a "more subtle" and "modern" sister fragrance to the company's "sensuous" Red, which is geared to a slightly older audience, Red 2 will debut at fine department store doors nationwide in February ("The Rose Sheet" Oct. 7, Marketing In Brief).