Fred Hayman
Beverly Hills glamour bottled at 273 Rodeo Drive.
Fred Hayman is the personal fragrance brand of the Swiss-born entrepreneur who defined modern Beverly Hills luxury retail. Having arrived in Los Angeles in 1954 to manage the Beverly Hills Hotel's banquets, Hayman co-founded Giorgio Beverly Hills at 273 Rodeo Drive in 1961 — the boutique that helped transform Rodeo Drive into a global luxury destination. The 1981 launch of the Giorgio fragrance, a potent jasmine-rose-gardenia blend packaged in yellow-and-white stripes, proved a phenomenon: $100 million in wholesale sales by its fourth year. Hayman sold Giorgio for $165 million to Avon in 1987 and subsequently launched his own eponymous fragrance line in 1989, with 273 Rodeo Drive as the flagship release — an opulent, recognisably Californian oriental that carried the address of his original boutique as its name. The brand distils the unapologetic glamour of a particular era of Hollywood and Beverly Hills high life.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
