Fred launched his company’s first fragrance, a men’s line called Giorgio Beverly Hills, in 1984. The scent soon became a massive hit among the Hollywood elite and the greatest success story of the brand. He sold the rights to the fragrance and the Giorgio Beverly Hills name to Avon in 1987, when he moved and renamed his shop Fred Hayman. Since then, he has released several fragrance lines. 1988’s Hollywood for women celebrated the elegance of the fabulously wealthy culture Hayman admired. The next year’s Fred Hayman 237 for women, an exotic blend of gardenias, fruit, amber and sandalwood, paid tribute to his stylish address on Rodeo Drive. The early nineties saw the introduction of the Touch series. An aromatic woodsy scent called Touched with Love was launched in 1991, followed by the florals Touch for Women in 1993 and Touch for Men in 1995.