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