Giorgio Beverly Hills announces national retail promotion with Beverly Hills, 90210
BEVERLY HILLS, Calif.–(BUSINESS WIRE)–Aug. 1, 1995–Giorgio Beverly Hills announced on Tuesday a national promotion with the television show Beverly Hills, 90210, as part of its revitalization efforts for the Giorgio fragrance.
The promotion includes a national consumer sweepstakes with a grand prize “Walk-On” to Beverly Hills, 90210 and in-store personal appearances by 90210 star Tiffani-Amber Thiessen.
“We wanted to invite our customers to share in the experience that Giorgio Beverly Hills represents,” said Linda LoRe, president and chief executive officer of Giorgio. “This partnership is a natural, as Tiffani’s character on the show exudes the same attitude as Giorgio Beverly Hills — unique, fun and approachable.”
The promotion marks the revitalization of Giorgio, complete with new products, new print and television advertising, lower pricing and redesigned packaging.
The promotion begins on Aug. 20, 1995, with the national consumer sweepstakes which will be accessed at 2,000 Giorgio fragrance counters in department stores throughout the country. Consumers will enter to win an array of luxurious prizes: a grand prize trip to Beverly Hills with a “walk-on” to Beverly Hills, 90210, five trips to Beverly Hills for two including a visit to the set of Beverly Hills, 90210 and Giorgio Beverly Hills merchandise.
In addition, Beverly Hills, 90210 star Thiessen will make four personal appearances at Giorgio Beverly Hills fragrance counters at major retail outlets in Seattle, Aug. 19; Miami, Aug. 26; Dallas, Sept. 19; and Charlotte, Sept. 23.
“Beverly Hills, 90210 and Giorgio Beverly Hills represent the sizzle and aspirational appeal unique to Beverly Hills,” said Debra Joester, president of Hamilton Projects, a unit of Spelling Entertainment. “The pairing of the two creates the perfect synergy to promote the launch of both the new season of Beverly Hills, 90210 and the introduction of Giorgio’s revitalization.”
Giorgio Beverly Hills is an international fragrance and fashion company, part of Procter & Gamble’s fine fragrance division. Its portfolio of brands includes: Giorgio, RED, RED For Men, WINGS, WINGS For Men, Boss by Hugo Boss, Boss elements, Laura Biagiotti Venezia and Laura Biagiotti Roma.
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