MEDIA: Hugo by Hugo Boss UK Press Launch - Esprit August 1995

Hugo leads the way The launch of HUGO, by Hugo Boss, the first fragrance out of the new Giorgio Beverly Hills UK stable was announced to the press by Carol Davy, Retail General Manager and Jeremy Cage, Marketing Director, at London Docklands' Blueprint Cafe recently. The launch is expected to be an impor- tant factor in Giorgio Beverly Hills' objec- tive of becoming the UK's third largest fragrance House in the near future. By com- bining Hugo Boss and Laura Biagiotti with the Giorgio Beverly Hills' brands, the new Giorgio Beverly Hills has already moved to the sixth largest fine fragrance House. Davy and Cage believe the added media and marketing funding now available across all brands will provide the stimulus for growth. Davy told Esprit: "We have always had great people and winning brands, but we have never had the strong muscle that Procter & Gamble will provide." HUGO is self-consciously a brand new brand. Its slogan: Don't imitate, innovate! seems to have been adopted as a succinct mission statement for the new Giorgio Beverly Hills. Speaking about the future, for instance, Davy told the packed press party: "If the industry is zigging, we are definitely going to zag. The consumers want new, they don't want me too brands," she proclaimed. Jeremy Cage took up the same theme in his speech explaining that HUGO is for Generation X, the 18-25 year olds who, ironically, reject the generation concept but instead see themselves as the champions of innovation, who define themselves in their own terms and, like the fragrance, live on the cutting edge of indi- vidualism." The Blueprint Cafe in Butler's Wharf was chosen as the venue for the launch partly as a result of its success in establish- ing itself as one of the highest recommend- ed dining venues in London and partly as a consequence of the individuality of its position in the heart of dynamic Docklands where it provides panoramic views of the Thames as it snakes its way under Tower Bridge. The Giorgio management team, consul- tants and area managers mingling with the press and retailers on the balmy early Summer's evening were all to a woman and man enthused by the impending on- counter launch of HUGO. 1995, they firm- ly believe, will belong to HUGO. ESPRIT AUGUST 1995 Jeremy Cage, Marketing Director for Giorgio Beverly Hills working his passage on the Hugo launch night. Here he introduces Honor Riley of Vanity Fair to his new baby, Hugo Carol Davy and lain Douglas of Giorgio Beverly Hills with Elizabeth McKay, Grey Advertising Looking for Hugo - members of the press party sail downstream in search of a new scent. Liz Wilkinson, Boots, Lorraine Wilson-Morris and Jonathan Charles, Esprit, Steve Capstick, Giorgio Beverly Hills and Peter Stuart, GO Carol Davy, Giorgio Beverly Hills, with a bevy of boys from the Boss Agency Laura Bacharach, freelance writer, Vivienne Tomei, and Emma Hart, Prime Communications, Georgina Brecker, Clothes Show Magazine and Catherine Turner, Company Debenhams and Allders buyers unite to welcome Hugo Dowshan Humzah and Carol Davy, Giorgio Beverly Hills, Ursula Buck, Hugo Boss Fashion, Rita Schweighofer and Claudia Luckner of Eurocos Cosmetics

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Transcript of MEDIA: Hugo by Hugo Boss UK Press Launch - Esprit August 1995

Page 1: MEDIA: Hugo by Hugo Boss UK Press Launch - Esprit August 1995

Hugo leads the wayThe launch of HUGO, by Hugo Boss,

the first fragrance out of the new GiorgioBeverly Hills UK stable was announced tothe press by Carol Davy, Retail GeneralManager and Jeremy Cage, MarketingDirector, at London Docklands' BlueprintCafe recently.

The launch is expected to be an impor-tant factor in Giorgio Beverly Hills' objec-tive of becoming the UK's third largest fra-grance House in the near future. By com-bining Hugo Boss and Laura Biagiotti withthe Giorgio Beverly Hills' brands, the newGiorgio Beverly Hills has already moved tothe sixth largest fine fragrance House. Davyand Cage believe the added media and mar-keting funding now available across allbrands will provide the stimulus forgrowth. Davy told Esprit: "We have alwayshad great people and winning brands, butwe have never had the strong muscle thatProcter & Gamble will provide."

HUGO is self-consciously a brand newbrand. Its slogan: Don't imitate, innovate!seems to have been adopted as a succinctmission statement for the new GiorgioBeverly Hills. Speaking about the future,for instance, Davy told the packed pressparty: "If the industry is zigging, we aredefinitely going to zag. The consumerswant new, they don't want me too brands,"she proclaimed. Jeremy Cage took up thesame theme in his speech explaining thatHUGO is for Generation X, the 18-25 yearolds who, ironically, reject the generationconcept but instead see themselves as thechampions of innovation, who definethemselves in their own terms and, like thefragrance, live on the cutting edge of indi-vidualism."

The Blueprint Cafe in Butler's Wharfwas chosen as the venue for the launchpartly as a result of its success in establish-ing itself as one of the highest recommend-ed dining venues in London and partly as aconsequence of the individuality of itsposition in the heart of dynamic Docklandswhere it provides panoramic views of theThames as it snakes its way under TowerBridge.

The Giorgio management team, consul-tants and area managers mingling with thepress and retailers on the balmy earlySummer's evening were all to a womanand man enthused by the impending on-counter launch of HUGO. 1995, they firm-ly believe, will belong to HUGO.

ESPRIT AUGUST 1995

Jeremy Cage, MarketingDirector for Giorgio Beverly Hills workinghis passage on the Hugo launch night.Here he introduces Honor Riley of VanityFair to his new baby, Hugo

Carol Davy and lain Douglas of GiorgioBeverly Hills with Elizabeth McKay, GreyAdvertising

Looking for Hugo - members of the pressparty sail downstream in search of a newscent. Liz Wilkinson, Boots, LorraineWilson-Morris and Jonathan Charles,Esprit, Steve Capstick, Giorgio BeverlyHills and Peter Stuart, GO

Carol Davy, Giorgio Beverly Hills, with abevy of boys from the Boss Agency

Laura Bacharach,freelance writer,

Vivienne Tomei, andEmma Hart, PrimeCommunications,Georgina Brecker,

Clothes ShowMagazine and

Catherine Turner,Company

Debenhamsand Alldersbuyers uniteto welcomeHugo

Dowshan Humzahand Carol Davy,Giorgio Beverly Hills,Ursula Buck, HugoBoss Fashion, RitaSchweighofer andClaudia Luckner ofEurocos Cosmetics