Originally Posted by scentimus
okay - it's my queue to drop in here give the low down. Below is some industry info from the launch back in 1991:
Red for Men: fast start set. (Giorgio Inc. introduces men's fragrance) (product announcement)
February 8, 1991
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red for men giorgio beverly hills
SANTA MONICA, Calif. -- Giorgio and Red have been blockbuster women's scents for Giorgio Beverly Hills, but the company's men's fragrances have been more like duds.
Red for Men, which Giorgio will launch in late May -- in time for Father's Day -- is the company's effort to change that and become a dominant player in the men's field.
Michael Gould, Giorgio's chief executive officer, is projecting $30 million at retail for Red for Men in only seven months, starting in June. The goal appears lofty, considering the recession, but Gould has visions of Red for Men cracking the top six in volume at most department and specialty stores next Christmas.
Industry sources estimate that Calvin Klein's Obsession for Men, along with Drakkar Noir and Polo, are the market leaders, with retail sales ranging from $65 million to $80 million in 1990.
To provide the necessary visibility, Giorgio will use TV to back up the launch, the company's first use of television for an introduction.
After watching Klein score in the men's business with Obsession and then with Eternity, following highly successful women's fragrances of the same names, Gould hopes Giorgio can do the same.
"I hate to use the word 'blockbuster,' but we think we can have a major success in the men's market," Gould said.
"We have never really had the mindset in men's to really but a marketing program and the monies together behind the launch and an ongoing program. We have set a high goal and think we can do more with Red for Men in those first six months than we did with our other two men's brands, combined, all of last year," he said, a reference to Giorgio Beverly Hills for Men and Giorgio Beverly Hills V.I.P. Special Reserve for Men.
Gould pointed out that Giorgio has had its problems in the men's field. Snob appeal was the main marketing thrust for V.I.P. Reserve, but the move backfired, Gould maintains, because the product didn't attract a large enough audience. The original Giorgio men's fragrance was also burdened by an image as a special-occasion fragrance.
Red for Men will be much more approachable with sexier, lifestyle advertising and in-store visuals. Instead of making the bottle the star of the ads, the campaign will feature a young man and woman kissing. The tag line: Pure Attraction.
In addition to spot TV commercials in most major markets, a scent-strip campaign is planned in 14 major men's and women's fashion magazines. Men's magazines such as GQ, Sports Illustrated and Playboy will be used by Giorgio for the first time.
A direct mail program will deliver 1.5 million samples to consumers' homes in June.
A special events program with red sports cars is being planned to create excitement. Linda LoRe, senior vice president of marketing at Giorgio, has been contacting car clubs around the country for red cars that will be parked around stores. Samples of Red for Men will be housed in plastic replicas of red sports cars on store counters.
Red for Men will be introduced in half of Red's 1,800 doors in June. By Christmas, it will be rolled out to the full distribution. Launch stores will have about three months of exclusivity.
The men's fragrance will bear upper-moderate price points, with a twice-yearly limited edition of a 1.7-oz. spray cologne retailing for $26. Other items will include a 3.4-oz. spray cologne for $39.50, an after shave soother and after shave refresher, each 3.4-oz. for $28.
A blend of 551 ingredients, including 35 naturals, the scent is a woody fougere created by Givaudan. A new note, called Sequoia -- after the giant Redwood trees in northern California -- is meant to give the scent woody freshness, according to LoRe.
Gould and Dick Recker, senior vice president of sales, will be making presentations to stores this month and next.
The women's line continues to be a top seller and retail volume in the U.S. exceeded $100 million last year, Gould said.
Rita Burke, vice president of fragrances at Macy's Northeast, said, "Based on their success with Red for women there is definitely an opportunity for Red for Men. I'm glad Mike [Gould] is not sitting back this spring and is aggressively pursing a fragrance introduction.
She continued, "There is not much happening this spring. We expect it to be a major success."