By  on March 25, 1994

NEW YORK -- Giorgio Beverly Hills is determined to make the master brand concept fly.Giorgio for Men and Red for Men -- the company's two previous attempts to expand the success of its women's brands to the men's market -- had mixed results. But Linda LoRe, Giorgio's president and chief executive officer, said Wings for Men will be different.It will be launched in September with a program that LoRe said will link it closely in concept and advertising to the women's Wings that was introduced last year.Although she declined to discuss dollar figures, LoRe projected Wings for Men would be among the top 10 men's fragrances at retail. Industry sources said the scent should do $25 million to $30 million at retail its first year."We felt the [Wings] message of spontaneity and expression was not gender-related," LoRe said. "Using the master brand gives us a continuity and gives us the opportunity to have a bigger business. It's much more efficient both for the retailer and for us."After the initial launch campaign for Wings for Men, the company will run "concept" ads that LoRe said will work for both the women's and the men's scents. She said the commercial had not yet been completed.By contrast, Red and Red for Men shared a name and a packaging color, but while the women's campaign played up the subtle juice, the men's marketing emphasized its masculine image.Rather than being an afterthought, the development of Wings for Men was part of early market research for the original Wings. The men's positioning played a role in the selection of both the name and the concept of the women's scent."The men's arena is a lot different, and our success has always been in women's," LoRe said. "We think we have a concept here that will make us highly competitive in the men's category."Giorgio's other Wings for Men weapons include: l A gift-with-purchase offer of a multicolor gym bag during the launch week, followed by a week of a women's Wings gwp. "We realize in the men's arena we have to be as aggressive as possible," said Mary Beth Peterson, vice president of sales.An introductory size 1.7-oz. eau de toilette spray for $32.50.Value sets with ancillary products in the fourth quarter.More TV advertising than the company has ever used for a men's brand. For the launch period, the Wings for Men campaign will run in 25 markets; during the holiday season, it will be in 45 markets.Sources said the 1994 ad budget for Wings for Men will total about $7 million. The campaign also will include 35 million Scent Seal impressions, to be distributed in magazines and on inserts, and an additional million to be dispersed in stores or through the mail.Wings, which made its debut in a year with a record-breaking number of launches, met its 1993 goal of $50 million at retail in the U.S. and is exceeding plan this year, according to LoRe.Giorgio had planned for Wings to be a top-five women's scent, and a sampling of retailers reported that the fragrance ranged from the top five to the top 20. For the men's version, the goal is slightly lower."We've aimed for the top 10 position so we can be formidable in the market, but not unrealistic," LoRe said.Wings for Men will be launched in about 750 doors in September, Peterson said, and will be rolled out to a total of 1,500 by the end of October. The scent will be in the full women's Wings distribution of 2,000 doors next spring, she said.The launch accounts have not yet been determined.Neither has the fragrance itself. Giorgio has narrowed the field to five and is conducting consumer tests in the U.S. and Europe before selecting the winner.In addition to the small spray, the line will include a 3.4-oz. eau de toilette spray for $45 and a 3.4-oz. after-shave splash for $30. For Christmas, an after-shave gel and a shower gel will be available in gift sets, and LoRe said other ancillaries with treatment benefits will be introduced in 1995.

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