P&G launches new Boss fragrance

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GROSS GERAU -- Procter & Gamble subsidiary Eurocos is to roll out a new men's fragrance under the BOSS label. It will launch throughout Europe, including the Middle East, this summer, with a U.S. launch planned for next year.

Grey, London, has created TV and print ads to support the new product's launch and is also responsible for media buying and planning.

Eurocos won't give details of the budget, but promotion of the brand is expected to be large-scale: the company hopes to have the same success with BOSS as it has with HUGO for men and HUGO Woman. Last year, Eurocos said Hugo was its biggest selling brand.

The BOSS brand was first launched in 1985 and was renamed Boss No. 1 five years ago. However, Eurocos says the fragrance has now been updated to reflect the way that men have changed over that time.

P&G holds the license for all Hugo Boss toiletry products. The line also includes Boss Elements, launched in 1993, and Boss Aqua, introduced in 1996.

Copyright May 1998, Crain Communications Inc.

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