Everything Else Pales.
Red™ is the second fragrance I helped to design. It made an unprecedented $375 million dollars in its launch year, and won the Fragrance of the Year award (Fifi's Nouveau Niche). Red by Giorgio Beverly Hills™ was aimed at the confident, sophisticated yet sensual woman. "When you wear Red, you can never go unnoticed."
The company strongly favored product-as-hero advertising. I art directed Red product photography at top studios around Beverly Hills. Seasonal gift sets, special editions and gifts-with-purchase were extravagantly presented as the epitome of sensual luxury.
Several seasons' Red gift-with-purchase packaging. Design and art direction of photography.
Art direction and layout for Red ads featuring seasonal gift sets.
Red gift-with-purchase advertising.
