An ad campaign that breaks in the September issue of Harper's Bazaar will tout both the revitalized Rodeo Drive store and G, a new scent available only at the boutique or via a toll-free number.
Giorgio Beverly Hills is in the midst of a corporate redesign as it attempts to rejuvenate its image as an exclusive fashion-forward store. The boutique also has begun to streamline its offerings by bringing attention back to its core scents, Giorgio and Red.
SPENDING TO BE UP
Spending on the G launch and overall revitalization effort wasn't disclosed, but it's expected to be an improvement over Giorgio's recent record. Media spending dropped from $13 million in 1995 to $1 million last year; only $200,000 has been invested in ads through May 1999, according to Competitive Media Reporting.
The G introduction will kick off in a 13-page insert from the boutique's agency, Fraser/Huff, Santa Monica, Calif. Two-page inserts-featuring a G ad on one page and one for the boutique on the other-will follow in October issues, including W and Glamour.
"We're going directly to the consumer with the message that this is a new age," said John Schulman, director of Giorgio Beverly Hills. "The [store] becomes our designer brand."
STORE'S LONGTIME AGENCY
Fraser/Huff was chosen for the G launch instead of Grey Advertising-which handles parent Procter & Gamble Co.'s prestige fragrances-because the West Coast shop is the longtime agency for the boutique, said Achim Daub, marketing director, Giorgio division.
Grey will create advertising for the Hugo Boss fragrance lines and lead global efforts for Giorgio, Mr. Daub said.
The G ads lead with the message "Introducing G. Available exclusively at two locations. This is one of them," over a sample of the fragrance. Underneath the sample pack, copy continues: "The other is the Giorgio Beverly Hills boutique."
The store's address and toll-free number are given.
This is P&G's second prestige fragrance exclusive for fall. Earlier this month it launched the Boss Hugo Boss scent, available only through Hugo Boss boutiques