George Friedman; marketed fragrances for Ralph Lauren

NEW YORK ­— George Friedman, 77, who helped develop and market perfumes named for fashion designers like Ralph Lauren, Paloma Picasso, and Gloria Vanderbilt in the 1970s and ’80s, died Oct. 7 at his home in Sagaponack, N.Y. The cause was a heart attack.

Mr. Friedman first came up with the idea to release perfumes under the Ralph Lauren name while working for Estee Lauder’s company.

When Lauder refused, he left and founded Warner/Lauren Cosmetics. He monitored every aspect of development, from bottles to advertising.