Red by Giorgio Beverly Hills c1989

Launched in 1989, Red by Giorgio Beverly Hills emerged during a dynamic period in the fragrance industry characterized by bold and vibrant trends. The late 1980s and early 1990s were marked by a resurgence of opulence and luxury, with a growing fascination for fragrances that were both assertive and evocative. This era saw an emphasis on dramatic and impactful scent profiles, mirroring the vibrant aesthetics and larger-than-life attitudes of the time.

The choice of the name "Red" for this fragrance was a deliberate and striking decision. Red, as a color, is universally associated with strong emotions and vivid imagery. It evokes a sense of passion, power, and boldness. In the context of perfume, red often symbolizes a fragrance that is intense and captivating, designed to leave a lasting impression. The color red is also linked to concepts of sensuality and confidence, making it an ideal choice for a fragrance intended to stand out and command attention.

Bob Aliano, the perfumer behind Red, crafted a scent that matched these connotations. The fragrance was designed to be both vibrant and sophisticated, reflecting the energetic and luxurious spirit of the late 1980s. The use of red in the branding and packaging of the perfume accentuated its bold and dynamic character, appealing to those who wanted to express their individuality and assertiveness through their choice of scent. The imagery and emotions evoked by "Red" align perfectly with the luxurious and confident atmosphere that Giorgio Beverly Hills sought to convey, making Red a memorable and impactful addition to the fragrance market.

Background:

In 1962, Fred Hayman acquired a chic boutique on Rodeo Drive from his former partner George Grant, who had previously used the name Giorgio to market Italian knitwear. Renamed Giorgio Beverly Hills, the boutique quickly became a symbol of high fashion, known for its iconic yellow and white striped awnings that signified luxury and sophistication. The shop became a staple of upscale fashion, attracting a clientele that sought both style and exclusivity.

By 1981, Giorgio Beverly Hills had ventured into the world of fragrance with the launch of its eponymous perfume. This debut scent became an instant success, capturing the attention of fragrance enthusiasts nationwide. Its popularity soared, and by 1985, Giorgio Beverly Hills had achieved remarkable sales figures, with the perfume generating $100 million in revenue across more than 300 stores. The fragrance continued to dominate the market, maintaining its status as the top-selling prestige brand in 1988 with similar impressive sales figures.

The dynamic business environment took a turn in 1987 when Fred Hayman and his wife Gayle, co-owners of the boutique, went through a divorce. The ensuing sale of the business saw Fred reclaiming the boutique, but the fragrance and its associated rights were sold to Avon Products, Inc. for $165 million. Although Fred retained the boutique and its name initially, a subsequent agreement in 1989 required him to relinquish the Giorgio Beverly Hills name. Consequently, Fred rebranded his boutique as Fred Hayman Beverly Hills. The transition was marked by a shift from the distinctive yellow and white striped awnings to new gold and red ones, symbolizing the fresh start. During this period, Fred Hayman introduced his own fragrance, 273 by Fred Hayman, named after the boutique's address on Rodeo Drive.

Avon, having acquired the Giorgio Beverly Hills fragrance, expanded its presence with a new boutique under the Giorgio name in New York City and planned to open another one in Beverly Hills later in 1989. This strategic move was part of Avon’s broader plan to capitalize on the established prestige of the Giorgio Beverly Hills brand.

The Polarization of Giorgio Beverly Hills:

The Giorgio fragrance, launched in 1981, was an explosive hit, creating a powerful and distinctive presence in the world of perfumery. However, its bold and robust character made it a highly polarizing scent. Its intense blend of ingredients, which some described as overwhelming, led to complaints from many who found the fragrance too strong. The powerful sillage of Giorgio was not subtle; it permeated public spaces like elevators, subways, buses, theaters, and restaurants. The scent's pervasive nature prompted negative reactions, with some individuals reporting migraines triggered by the fragrance. Michael Gould, CEO and President of Giorgio Beverly Hills, noted the frustration of those who felt "overpowered to death" by the fragrance. He observed that Giorgio’s success had inadvertently set a precedent for strong fragrances in the market, with subsequent releases like Obsession, Fendi, and Poison following suit.

In response to the demand for a more refined scent, Giorgio Beverly Hills aimed to develop a fragrance that offered sophistication without overwhelming intensity. By the end of 1988, the brand was poised to introduce a new fragrance, which would debut in 1989 under the name Red by Giorgio Beverly Hills. This new scent was conceived as a softer, more delicate alternative to the original Giorgio, yet it was designed to maintain the luxurious and glamorous essence associated with the Beverly Hills lifestyle. Unlike its predecessor, Red was intended to offer a subtler olfactory experience, catering to women who sought a fragrance with both elegance and distinctiveness, but with a gentler presence.

The Development of Red:

The creation of Red was spearheaded by Avon’s subsidiary division, Giorgio Beverly Hills, following Avon’s acquisition of the brand in 1987. Neither Fred Hayman nor his ex-wife Gale, who had been integral to the development of the original Giorgio, were involved in this new project. The Giorgio business, then based in Santa Monica and employing around 200 people, aimed to establish a new niche in the fragrance market with Red. Michael Gould highlighted that the new fragrance was perceived by users as a suitable complement to the original Giorgio, intended for more formal and special occasions. The goal was to innovate within the fragrance industry by creating a "wardrobing" effect, where fragrances could be chosen to suit different occasions and moods, thus broadening the market appeal and enriching the overall fragrance experience.

The development of Red by Giorgio Beverly Hills was a meticulous process that stretched over two years, involving some of the world’s leading perfumers. Michael Gould, the CEO at the time, emphasized the challenge of creating a fragrance that would build upon the success of the original Giorgio Beverly Hills while offering a new dimension to meet the evolving needs of modern women. The goal was to craft a scent that resonated with the contemporary woman, reflecting her desires for the future. This intricate process was not just about replicating the success of the original Giorgio, but about innovating to capture a different aspect of femininity.

Giorgio Beverly Hills Red marked a significant advancement in the fragrance industry with its use of "living flower technology." This innovative technique was at the forefront of perfumery, capturing the essence of live flowers to produce a fresher, more vibrant scent profile. Red's formula employed this technology to integrate living osmanthus, living carnation, and living jasmine, infusing the perfume with an unprecedented level of natural vitality and authenticity. Mary Carley, the director of special events for Giorgio Beverly Hills, highlighted that Red was termed a "living fragrance" because its oils and essences were derived from living flowers, rather than the traditional method of using cut or dried blooms. This approach ensured that the fragrance retained the full, rich scent profile of the flowers in their natural state.

The formula for Red was notably elaborate, reportedly incorporating 692 precious and costly ingredients. This extensive blend contributed to its complexity and depth, distinguishing it from other fragrances on the market. Red was classified as the first of a new fragrance category, termed "Fleuriffe Chypre." To date, Red remains unique in this classification, as no other fragrance has been listed under this category. The Fleuriffe Chypre category, presumably inspired by the classic Chypre structure but with an emphasis on floral elements and the living flower technology, encapsulated a novel approach to fragrance creation, combining the sophistication of traditional Chypre notes with a fresh, innovative twist.

The original Giorgio was known for its audacious, bold character, often worn by confident women who embraced its powerful presence throughout the day. In contrast, Red was conceived as a more nuanced option, suitable for evening wear and appealing to women who preferred a subtler, more refined fragrance. Tim Carr of Giorgio Beverly Hills articulated that Red was designed for those moments when a quieter elegance was desired, providing a softer, more intimate experience compared to the original’s intense profile.

Advertising for Red underscored this contrast, highlighting the fragrance as "Nothing so soft was ever so exciting." The campaign described it as a “subtle new sensation” that was both distinctive and dramatically different in style and expression from its predecessor. While retaining the essence of Giorgio Beverly Hills' renowned sophistication, Red offered a gentler approach, designed to evoke a refined, yet still compelling aura. The marketing emphasized that Red was an unexpected and elegant choice, crafted to cater to the more subdued, yet equally impactful, personality of its wearer.

Launch:

The launch of Red by Giorgio Beverly Hills at Saks Fifth Avenue was a glamorous affair that set a high bar for fragrance introductions. The department store rolled out the red carpet—literally—transforming the event into an opulent celebration. Guests were greeted by butlers dressed in striking red uniforms, serving champagne as they mingled. The ambiance was further elevated by models in elegant red gowns, who moved gracefully among the attendees, offering them samples of the new fragrance. The venue was adorned with an abundance of fresh flowers, their vibrant colors complementing the theme of the evening. A pianist played melodious tunes on a red baby grand piano, while a saxophonist filled the air with smooth, jazzy notes from a red saxophone, creating a sensory feast that perfectly matched the fragrance's luxurious image.

Red was initially offered exclusively at Saks Fifth Avenue, with prices ranging from $28 for dusting powder to a premium $175 per ounce for the parfum. This exclusivity added to the allure of the fragrance, making it a coveted item. The launch quickly expanded to other prominent stores, including I. Magnin in the Bay Area on February 5, 1989, and Macy’s on February 12, 1989, marking its broader availability.

To bolster the fragrance's profile, Robin Leach, the charismatic host of "Lifestyles of the Rich and Famous," was enlisted for promotional tours. Leach, known for his association with the luxurious lifestyle of Beverly Hills, was enthusiastic about Red, describing it as a softer yet still statement-making scent. His endorsement included signing glossy photos and boxed bottles for customers, aligning himself with the fragrance’s opulent appeal. He noted that while the original Giorgio was bold and unmistakable, Red offered a subtler, magical allure.

In addition to Leach’s appearances, Hildegard Coghlan, the national spokesperson for Giorgio Beverly Hills, made personal appearances to introduce Red at Robinson’s in Los Angeles. The fragrance was also carried by a range of upscale department stores, including Famous-Barr, Nordstrom, Bloomingdale’s, Hecht’s, Foley’s, Dillard’s, Belk, Filene’s, and others. This broad distribution ensured that Red was accessible to a discerning clientele, further cementing its place in the luxury fragrance market.

Success:

Giorgio Beverly Hills and Avon anticipated a tremendous success for Red, projecting it would generate $100 million in new sales. Their optimism was well-founded. Within just six weeks of its February 1989 launch, Red had shattered records, emerging as the biggest debut in fragrance history—an accolade that surpassed even the impressive success of its predecessor, Giorgio. By May 1989, Michael Gould, President and CEO of Giorgio, reported that national retail sales for Red were averaging an astounding $1 million per week. This remarkable figure underscored the fragrance’s immediate and widespread appeal, translating into a substantial and consistent revenue stream for the company.

The initial rollout of Red was met with such overwhelming demand that by the end of spring 1989, the fragrance was expected to be available in over 450 stores. However, the sheer volume of reorders necessitated a delay in several planned launch events, pushing some back to the fall. Despite these setbacks, by June 1989, Red had already reached 485 stores, illustrating not only its rapid market penetration but also the considerable logistical challenges faced by the company in managing such an explosive success.

Fragrance Composition:

So what does it smell like? It is classified as an aldehydic floral oriental fragrance for women. 

The press materials read: "A blend of 692 precious ingredients. The floral fruitiness of living osmanthus is the heart of the top note. It combines with the orange blossom, aromatic ylang ylang, fresh bergamot, peach and spices to form a fragrance first impression of living florals and exotic fruits. Carnation and jasmine, sensual rich essential pils enlivened by "Living Flower Technology" combine with tagetes, marigold, Bulgarian rose and rose de mai to infuse warmth an depth into the heart. The long-lasting scents of amber and tonka bean are blended with the woody, spicy notes of patchouli, sandalwood, musk, oakmoss and vetiver."

• Top notes: bergamot, living osmanthus, ylang ylang, orange blossom, peach, black currant, hyacinth, aldehydes, cherry, nutmeg, cassie, orange, sage
• Middle notes: living carnation, rose de mai, marigold, living jasmine, rosemary, gardenia, tuberose, iris, lily-of-the-valley, litchi, mimosa, Bulgarian rose
• Base notes: spices, labdanum, patchouli, musk, oakmoss, amber, cedar, sandalwood, vetiver, tonka bean, vanilla, myrrh, olibanum

 Scent Profile:

As you begin to experience the fragrance of Red by Giorgio Beverly Hills, imagine inhaling each ingredient individually, each one contributing to the perfume's rich and sophisticated profile. The top notes of Red are a vibrant and exhilarating introduction to its complexity. You first encounter the bright, zesty freshness of bergamot, its citrusy notes bursting with an invigorating energy. This is swiftly followed by the lush, velvety aroma of living osmanthus—a floral fruitiness that feels both lush and ethereal, as though you are enveloped by a blooming garden in full spring.

The fragrance then reveals the delicate yet aromatic scent of ylang ylang, its rich, sweet, and exotic aroma mingling seamlessly with the creamy, honeyed essence of orange blossom. Fresh bergamot adds a splash of citrus brightness, while the peach introduces a juicy, fruity sweetness that is both inviting and warm. The interplay of spices, such as nutmeg and cassie, adds a hint of complexity and depth. A subtle whisper of black currant and hyacinth enhances the top notes with their unique fruity and floral undertones, while aldehydes impart a sparkling, effervescent quality that lightens the fragrance’s initial impression.

As the fragrance settles, you move into the heart notes, where the living carnation and jasmine come to the fore. Imagine the living carnation's spicy, peppery warmth mingling with the opulent, sensual aroma of jasmine, each enhanced by the innovative "Living Flower Technology" which ensures their fresh, full-bodied presence. The heart is further enriched by tagetes and marigold, whose bright, golden floral notes blend harmoniously with the deep, velvety layers of Bulgarian rose and rose de mai. This combination infuses the heart with an exquisite warmth and richness, evoking the luxurious, comforting embrace of a blooming garden at twilight.

The base notes emerge gradually, offering a grounding and enduring complexity to the fragrance. Picture the deep, resinous aroma of amber, blending with the creamy, slightly sweet tonka bean. The scent of patchouli adds a woody, earthy depth, while sandalwood offers a smooth, creamy woodiness that envelops you in its warmth. Oakmoss and vetiver introduce a rich, green, and slightly smoky undertone that grounds the fragrance, while musk lends a subtle, animalic sensuality. The blend of spices, labdanum, and vanilla offers an indulgent, aromatic finish that lingers on the skin, a testament to the fragrance’s sophistication and depth.

In summary, Red by Giorgio Beverly Hills is a masterful composition that unfolds in layers, each note meticulously crafted to create a modern classic that is both distinctive and deeply personal.

Bottles:

 The packaging for Red, like its predecessor Giorgio, is characterized by its vibrant and dynamic color scheme of bright red and purple. This choice reflects the fragrance’s lively and engaging character. Michael Gould emphasized the intent to create a softer fragrance without sacrificing the vitality and fun that Giorgio was renowned for. The bottle designs for both Giorgio Beverly Hills and Red were crafted in France by Verreries Brosse, known for their expertise in high-quality glassmaking.

The Parfum, or extrait de parfum, is housed in a striking crystal flacon—a tall, slender column adorned with a crystal stopper. This presentation underscores the luxurious nature of Parfum, which represents the highest concentration of perfume available. Typically containing 20-30 percent essential oils and high-grade alcohol, with minimal water, Parfum offers a long-lasting scent experience, ranging from 7 to 24 hours on the skin. Its high concentration makes it the most expensive type of perfume, revered for its intense and enduring fragrance.

The Extraordinary Eau de Toilette, while blended from the same rare ingredients as the Parfum, is a more diluted form, containing approximately 4-10 percent essential oils in a lighter alcohol and water mixture. Vintage Eau de Toilettes were often more concentrated, containing up to 15 percent essential oils. This formulation is ideal for daily use, providing a lighter, more refreshing fragrance that lasts about 3 hours. It’s suitable for daytime wear, particularly in warmer climates, and serves as a mid-way booster for the matching Parfum.

The Extraordinary Cologne Spray, introduced alongside the Parfum, features the same rare ingredients but in an even more diluted form, with only 3-5 percent essential oils mixed with alcohol and water. Typically lasting around 2 hours, this Cologne is designed for frequent reapplication throughout the day to maintain freshness. It’s particularly effective for daytime wear and warmer weather. Over time, the Red Extraordinary Cologne was replaced by the Eau de Toilette, reflecting the evolving preferences and needs of consumers.

Product Line:

The Red fragrance line from Giorgio Beverly Hills offered a diverse array of products designed to cater to various preferences and needs. At the heart of the collection was the 1/8 oz Extraordinary Parfum miniature, a delicate representation of the full fragrance, perfect for travel or as a collectible. The 0.25 oz Extraordinary Refillable Parfum Purse Spray and 0.25 oz Extraordinary Parfum, both retailing for $60, provided a convenient and luxurious option for on-the-go application.

The larger 1 oz Extraordinary Parfum, priced at $175, was housed in a beautifully designed crystal flacon, emphasizing the fragrance’s opulent nature. For those preferring lighter formulations, the line included the 1.7 oz and 3 oz Extraordinary Spray Cologne, priced at $47 and $45 respectively. The 3.3 oz Cologne, priced at $60, offered an alternative option, featuring a lighter, more refreshing scent profile compared to the Parfum.

The Eau de Toilette variants catered to different needs, including the 0.33 oz Eau de Toilette Purse Spray and the 1.7 oz and 3 oz Eau de Toilette Sprays. These were ideal for daily wear, with the 1.7 oz spray being a popular choice for its balance between quantity and portability.

In addition to fragrances, the Red line included a range of body care products. The Extraordinary Perfumed Body Moisturizer with Collagen was available in multiple sizes, from the 1 oz and 2 oz versions to the larger 6.7 oz and 8 oz bottles, priced between $30 and $45. The 8 oz Extraordinary Gel for Bath & Shower, retailing for $28.00, offered a luxurious bathing experience, while the 5 oz Extraordinary Body Treatment Cream and 4 oz Extraordinary Body Talc provided additional options for body care, priced at $45.00 and $22.50 respectively.

For those seeking indulgence, the line also featured the 8 oz Extraordinary Perfumed Relaxing Bath, retailing for $28.50, and the 3 oz Extraordinary Perfumed Body Silkening Dry Oil Mist, priced at $32.50. The range extended to personal care with the Extraordinary Self-Tanning Lotion and the Extraordinary Soap Set, which included three bars with a case, retailing for $25.00. Lastly, the Red Extraordinary Miniature Candle added a touch of fragrance to home décor, complementing the luxurious experience offered by the Red fragrance line.

Fate of the Fragrance:

In 1994, the iconic Giorgio Beverly Hills brand was acquired by Procter & Gamble for $150 million, a strategic move that integrated it into the company's expanding portfolio of luxury fragrances. This acquisition marked the beginning of a new chapter for the brand, as Procter & Gamble combined Giorgio Beverly Hills with other prestigious names such as Hugo Boss, Laura Biagiotti, and Otto Kern, forming what is now known as the P&G Prestige Beauté division. This consolidation aimed to leverage the strength and appeal of these luxury brands under a unified umbrella, enhancing their global reach and market presence.

As of 2023, Giorgio Beverly Hills Red continues to be produced, albeit with some adjustments. Over the years, faithful users of the fragrance may have noticed subtle changes in the scent profile. These alterations primarily stem from reformulations necessary to comply with IFRA (International Fragrance Association) restrictions on certain ingredients. One significant reformulation occurred around 2010, as new guidelines and regulations were introduced to ensure safety and sustainability in fragrance production.

Since 2003, the licensing of Giorgio Beverly Hills fragrances, including Red, has been managed by Elizabeth Arden. This partnership has ensured the continued availability of the brand's signature scents, even as the industry evolves and regulations change. Under Elizabeth Arden's stewardship, the Giorgio Beverly Hills line has maintained its reputation for luxury and sophistication, while adapting to the shifting landscape of fragrance development and consumer preferences.

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RED 2:

In October 1996, Linda LoRe, the President and CEO of Giorgio Beverly Hills, hosted a distinguished gathering of 70 of the firm’s sales representatives, offering a unique blend of business and pleasure. The event commenced with a luncheon at Café de France, followed by an evening dinner at Trattoria Marcella. LoRe used this opportunity to discuss the upcoming launch of Red 2, which was scheduled to debut for Valentine's Day. This announcement followed the recent distribution of the brand’s new fragrance, Ocean Dream.

During the luncheon, LoRe was asked why Giorgio Beverly Hills refrained from using “celeb-speak” in their promotional strategies. With characteristic poise, LoRe responded that the brand’s approach was grounded in the essence of Southern California itself. She articulated that Giorgio Beverly Hills focused on lifestyle and the inherent appeal of the region, rather than relying on celebrity endorsements to create an aspirational image. According to LoRe, the goal was for customers to feel genuinely great in their own skin, rather than striving to become someone else through the product. Her emphasis was on authenticity and the natural allure of their fragrances.

LoRe, a seasoned veteran from the May Department Stores and previously associated with Robinson’s in California, brought a wealth of experience to her role. Her insights into branding and marketing were deeply informed by her extensive background in retail and her understanding of consumer desires.

The advertising campaign for Red 2 mirrored the strategy of its predecessor, with Tatjana Patitz once again serving as the face of the fragrance. Patitz’s involvement underscored Giorgio Beverly Hills’ commitment to maintaining a consistent and elegant brand image.

Fragrance Composition:

In 1996, Giorgio Beverly Hills introduced Red 2, as a softer version of its successful and slightly more brazen sister, Red. Described as "Bright, fruity and flirtatious, Red 2 blends sun-kissed flowers and intoxicating fruits to create a delicious scent that is comfortable yet surprisingly sensual." 

So what does it smell like? It is classified as a fruity floral gourmand fragrance for women.

• Top notes: watermelon, big strawberry daiquiri, raspberry, and rum cocktail
• Middle notes: jasmine, carnation, hyacinth, freesia, peach fizz, rose, Pink Princess peony, and William pear
• Base notes: red vanilla, praline, and precious woods

"Casual and playful - with a natural sexiness that radiates from a woman's inner joy and spirit. The fragrance comes to life with sparkling notes like watermelon, freesia, hyacinth, pink princess peony, peach fizz, and pear William. Two fruity accords, strawberry daiquiri and rum cocktail add to its playful exuberance. Becomes surprisingly seductive when the scent reveals the essence of three sensually-rich accords: red vanilla, precious woods and praline.

Scent Profile:

In 1996, Giorgio Beverly Hills introduced Red 2 as a more refined, yet equally captivating, iteration of its bold predecessor, Red. The fragrance opens with a lively burst of top notes that immediately envelop the senses in a playful and invigorating blend. The watermelon note is like biting into a perfectly chilled slice on a hot summer day—juicy, refreshing, and slightly sweet. The big strawberry daiquiri offers a lively, boozy twist, reminiscent of a summer cocktail party, where ripe strawberries are mingled with a hint of rum. Raspberry adds a tangy pop, enhancing the fruitiness with a vibrant edge, while the rum cocktail note intertwines with the strawberries to deepen the overall fruity allure.

As the fragrance evolves, the middle notes introduce a bouquet of floral elegance. Jasmine unfolds with its rich, heady aroma, offering a sweet and slightly exotic essence that is both comforting and intoxicating. Carnation adds a peppery, spicy nuance, which complements the soft, dewy fragrance of hyacinth, evoking a spring garden in full bloom. Freesia adds a crisp, almost green freshness, mingling effortlessly with the peach fizz, which captures the effervescent quality of a sparkling peach drink. The rose and Pink Princess peony bring in a touch of classic femininity, each with their lush, velvety characteristics, while the William pear adds a juicy, crisp sweetness that enhances the overall fruitiness.

The base notes of Red 2 provide a warm, sensual finish. Red vanilla wraps the scent in a rich, creamy sweetness, evoking the comforting aroma of freshly baked vanilla desserts. Praline adds a gourmand twist, with its nutty, caramelized sweetness that gives the fragrance an indulgent, decadent feel. Precious woods—think of a blend of sandalwood and cedar—bring a grounding, earthy depth that balances the sweetness with a sophisticated, woody warmth. The result is a fragrance that evolves from bright and playful to richly sensual, embodying a sense of casual elegance and inner joy.

Bottles:

The Red 2 fragrance by Giorgio Beverly Hills, introduced as a softer and more playful variant of the original Red perfume, was marked by a distinct and elegant presentation. Unlike its predecessor, which came in a clear glass flacon with a luxurious gold-toned cap, Red 2 was housed in a frosted glass bottle with a sleek silver-toned cap. This subtle design shift not only differentiated it visually but also added a touch of modern sophistication to the fragrance.

For those interested in experiencing Red 2, the perfume was offered in a variety of sizes and formulations to cater to different preferences and occasions. The smallest option was a 1/8 oz Extraordinary Parfum Miniature, perfect for carrying a hint of the fragrance wherever one went. The 0.25 oz Extraordinary Parfum, priced at $85, was available for those seeking a more concentrated experience of the scent. The 0.33 oz Extraordinary Eau de Toilette Purse Spray provided a convenient way to refresh the fragrance throughout the day.

For everyday use, the 1.7 oz Extraordinary Eau de Toilette Spray, retailing at $42.50, and the 3 oz Extraordinary Eau de Toilette Spray, priced at $55, offered ample quantities of the fragrance. Additionally, Red 2 extended its olfactory experience beyond just the perfume with a range of complementary products. The 6.7 oz Extraordinary Body Moisturizer and the 6.7 oz Extraordinary Shower Gel, retailing for $30 and $28 respectively, allowed users to indulge in the scent from head to toe, enhancing the overall sensory experience and ensuring a cohesive and lasting fragrance.

Fate of the Fragrance:

In February 1997, Giorgio Beverly Hills expanded the Red 2 fragrance line to include a range of bath and body products, aiming to enhance the scent experience and integrate it into daily routines. Eurocos, the fine fragrance division of Procter & Gamble, served as the distributor for these new additions, helping to make the Red 2 line more accessible to a broader audience.

The launch of the Red 2 bath and body collection was designed to complement the fragrance and offer a complete sensory experience. This collection included luxurious items such as body moisturizers, shower gels, and potentially other scented body care products, each crafted to echo the playful and fruity essence of Red 2. The introduction of these products was aligned with the brand's strategy of creating a cohesive and immersive fragrance experience.

However, despite its initial success, Red 2 was discontinued by 1998. After this period, advertisements and promotional materials for the fragrance ceased, marking the end of its availability in the market. The discontinuation of Red 2 left a notable gap for those who had come to cherish its unique blend of fruity and floral notes, as it was no longer found on store shelves or in the promotional spotlight.

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