The launch of Hugo by Hugo Boss fragrance in London. The ground-breaking launch that redefined the Hugo Boss brand and franchise.

1. 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 fra-
grance 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 mar-
keting 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