European Stars And Stripes (Newspaper) - April 13, 1985, Darmstadt, Hesse                                April 1985 the stars and stripes Page 17 the scent of the Century 150 an ounce modern living by Judy Klemesrud new York times the Sweet smell of the scent of the As its creators like to Call wafted through the door of a hotel Pierre suite in new York the other Gale and Fred Hayman of Beverly Hills were wait ing to talk about the phenomenon that has rocked the fragrance they have been divorced for seven years but Are still in business she wanted something that was 59 years gesturing toward his former whom he jokingly Calls the i wanted something that was but not Vul Hayman when youre paying an it  just disappear after an As anyone with a nose is Farrah Fawcett wears Jacqueline Bisset wears even Michael Jackson wears it has become so recognizable that doormen and cab Drivers have been known to Call out Giorgio when women wearing it walk by last the 3yearold fragrance with the Strong Floral scent had million in sales in about 180 four times the million it brought in in that made Giorgio the Industry hottest seller since Revlon introduced Charlie in this Hayman expects sales to top Giorgio ranks at or near the top in sales at each of the stores where it is Trade publications with almost million in sales last Sells the its a world apart from the next bestselling Fra said Lester executive vice president and general merchandise manager of he added in my in the history of Fra Grance in America there is no Success Story like Gior How did the fragrance come so far so fast for one it had a Builtin cachet through its association with the Chic Beverly Hills boutique the Hay mans founded in the shop was the Model for scruples in the bestselling novel of that name by Judith the Beverly Hills mystique really Hayman i dont know of Many products that emanate from Rodeo Beverly that helped give us a Dis Tinct other reasons for Giorgios he include the yellow and White striped packaging based on the stores famous awnings a million advertising Campaign that included both direct mail and scratch and sniff advertisements in 40 magazines the haymans decision to run the business themselves instead of Licens ing and the fragrances Success at but first and Foremost is the Hayman people really like and it lasts and it includes 200 she but the four that Erma Bombeck id you Ever wonder who buys the cars driven on television by the fall Guy or the Dukes of hazzard when there finished with them our kids buy the Salesman Doest come out in so Many words and say that Treyve been dropped from a helicopter or sailed Over a but there Are a million Little telltale the Way the steering wheel shakes when you put the car in the paint on the fender that Doest match the paint on the the Way the car runs Only when a camera is rolling and a Union director is on the you cant Tell a kid anything about buying a if it has bucket and a name they cant pro dominate Are the oils of Rose and another reason for Giorgios Accord ing to Annette executive director of the Fra Grance a Trade group in new is that it arrived at a time when people had become very aware of their senses of we Learned about pollution and of things we cant see but can smell that can Hurt she its How we became aware of in a negative she said that such fragrances As Chanel 5 and Lauren were also extremely but that what sets Giorgio apart is its things in life just capture the imagination at a certain like the Mustang car or a certain and you never know she its like and the big question but will it last the Giorgio according to took years to years in which she smelled thou Sands of fragrance her Only previous experience in the perfume she was that she had been wearing fragrances since she was 6 years and 1 truly loved she said she discovered the Giorgio scent by Accident one Day while hobbling around her office on crutches after a skiing she handed a bag to her who dropped she breaking the Sample bottles the resulting scent was she i knew i had what i asked if that Story was True or Only part of the Giorgio she smiled and insisted it was the fragrance was launched in november 1981 at a Blackie party for in a huge yellow and White striped tent in a parking lot across from the Giorgio it was catered by five leading Beverly Hills with the 100piece Beverly Hills High school marching band providing a halftime the master of ceremonies was Merv who crooned the fragrances theme you know who wears the guests included Charles Loretta lome Stephen Henry Pam Ela Mason and other taste according to started wearing the perfume and telling others about Hayman the fragrance has a sales vol ume seven times greater than that of the Giorgio Bou Tique in Beverly it is sold in new York at Bloo Macys and at the 5monthold Giorgio fragrance at 47 East 57th in december the haymans introduced a mens Giorgio for which has its own woodsy the beginning is Hayman adding that the mens Cologne already has a sales volume equal to 20 percent of that of the women a 4ounce Crystal flask costs new York times photo Gale and her Fred Are the sense behind the the product line also includes a body treatment a body a dusting a perfumed and perfumed with other products in the Hayman disclosed that she is working on a second in Case someone comes up with a cheaper imitation of Giorgio that diminishes the Origi or if anything else happens to make it a More common who was born in was Man aging the Beverly Hilton hotel in Beverly Hills in the Early 1960s when he hired Gale whom he later to be a cocktail waitress in the rendezvous i liked her he she was a new yorker who had studied Ballet for eight years at the american school of Ballet before moving to California with her an aspiring a the haymans seem to get along except that he has a tendency not to let his former wife finish her that because Hes she said with a the two often entertain and have dinner to but stay in separate hotel neither has but both have new romantic Hayman speaking of their decision to stay in business Ogeth Hayman said business is and personal life is personal it is not but then neither is the Bottom line is that it has worked so  go for it every this is a report i received personally from my husband and son who had just been car dad i dont know Why youre so it was a great a 1979 car with 500 Miles on it the Salesman told the owner didst use it a lot in his it was a getaway you should have seen its a it was not a interrupted my until a garage door fell on its a Little it can be hammered the tailpipe is held on with electricians the windows Are the Springs Are shot and the motor wont turn its a said our in 10 years that Little baby will be Worth its weight in throughout the we have had no Success what Soever in advising our kids about the cars they that is not to say we Haven been involved in we towed one from to Phoenix obviously the one driven by Jim Garner in Rockford we had one on Cement blocks in the driveway for six months a dead ringer of the one driven by Gene Hack Man in the the French there was one we used to drive every week to a body shop to visit so wed remember what it looked like the one driven by Paul Newman in and there was the strange one that ran Only after the motor was turned off obviously altered by the c los Angeles times Syndicate