By  on April 15, 1994

MILAN -- Italian fragrance and cosmetics firms are thinking young and international in anticipation of the Cosmoprof fair in Bologna April 22-25.

Cosmoprof, an international show that last year attracted almost 120,000 visitors, is expected to feature 1,200 exhibitors, about a 5 percent increase over last year, according to organizers.

Many of the exhibiting manufacturers said they will be targeting a younger customer by using less expensive products often tied to youthful apparel lines. Companies also said they will concentrate not only on presenting new products but on expanding their foreign distribution.

ICR is launching three new designer fragrances at the fair, two by Gianni Versace and one by Romeo Gigli. Both the Versace and Gigli fragrances tie in with the designers' less expensive apparel lines, seen as strong sellers in recession-hit Italy.

The Versace women's scent is called Versace Red Jeans and has a floral base, according to Emanuela Fioretto, a spokeswoman for ICR. The men's fragrance is called Versace Blue Jeans, and is woody and aromatic.

The Jeans fragrances will be launched in Italy in May and should be in 1,200 prestige doors by the end of the year, Fioretto said. Foreign distribution has not been settled.

Versace intends the Jeans scents to be "collector's items," Fioretto said, and will change the juices and the names after 18 months.

"There may be Green Jeans for men or Pink Jeans for women in the future, for example," said Fioretto.

Each scent will be available in a 75-ml. spray only and will retail for $30, a relatively low price point that Fioretto said should attract "young-minded" customers.

ICR's new Gigli women's scent is called G Gigli after the designer's apparel line for young women.

The fragrance, a fruity floral, will be available in 50 ml. and 100 ml. splash and spray bottles made to look handblown.

ICR will distribute the scent only in Italy, where it is being launched in May. Milan-based Proteo will handle foreign distribution, and Escada Beaute is distributing G Gigli in the Americas. The U.S. launch is scheduled for this spring.

While discussing new products, several manufacturers said they planned to concentrate on international expansion, rather than just launches.

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