Givenchy hires new md to handle fragrance push

LVMH-owned Parfums Givenchy has appointed a new managing director to oversee the launch of two new fragrances and a new range of cosmetics to be branded with the Alexander McQueen name.

Gilles Dougoud, Givenchy’s former regional director for export takes over as managing director from Peter Norman who left the company in the summer.

Dougoud says: “Givenchy has three major projects planned for 1999. They include the launch of a men’s fragrance, called (Pi), a new cosmetics project and a further fragrance launch in September or October.”

Givenchy is currently working with McQueen on the cosmetics project and sources speculate that the new range could be called McQueen for Givenchy or a combination of the two names.

The move is interpreted as an attempt by Givenchy to rejuvenate its brand without alienating its existing market. Rival Chanel has successfully managed such a move with its Allure perfume which was launched two years ago.

However, Guerlain Рwhich is also owned by LVMH Рlaunched Champs Elys̩es two years ago and its sales have been disappointing.

Givenchy is one of the perfume and make-up brands within luxury goods group LVMH which includes Moet & Chandon champagne, Christian Dior make-up and perfume and Louis Vuitton luxury goods.

Givenchy spent 3m on advertising in the UK last year (MEAL).


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