P&G to launch designer scent…

Procter & Gamble is launching a new women’s fragrance in the UK for French fashion house Herve Leger. Advertising for the launch will be through Grey, which handles all of P&G’s fine fragrance business.

Procter & Gamble is launching a new women’s fragrance in the UK for French fashion house Herve Leger.

Advertising for the launch will be through Grey, which handles all of P&G’s fine fragrance business.

Grey already produces advertising for the Giorgio Beverly Hills, Laura Biagiotti and Boss ranges, and the agency is currently working on the launch of Hugo Woman, the female version of Hugo Boss due on the shelves in September.

A spokeswoman for P&G’s fragrance division, Eurocos Cosmetic GmbH, refuses to comment on the launch, although a spokeswoman for Herve Leger in Paris confirms that the designer will launch a fragrance in 1998.

About 18 months ago, Herve Leger signed a licence agreement with Eurocos to “develop deluxe fragrances”. The launch of the first fragrance has been kept under tight wraps by both companies.

The perfume, which has yet to be given a name, will not be available until at least the end of next year.

Herve Leger, the Paris-based emporium headed by haute couture designer Leger, is one of the few fashion houses which has not already launched a fragrance.

Herve Leger collections are sold in more than 30 countries and the designer’s last joint venture was with the global beverage and media company The Seagram Company, which was formed four years ago.

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