NEW YORK — Back when Claudia Schiffer was just a Brigitte Bardot look-alike and Anna Nicole Smith was a newly discovered bombshell from the Heartland, many women dreamed of looking like a Guess girl. Now, they can at least smell like one — the apparel brand's new fragrance, Guess, officially hits counters next month.
"[The fragrance] is inspired by the iconic Guess girls of the past and the sexy, fresh lifestyle of our customer," said Paul Marciano, co-chief executive officer and creative director of the Guess brand. "It's young and full of life."
This is not the company's first foray into fragrance — Guess has been linked to two fragrances although neither is still distributed — but this newest incarnation is the first to really capture the spirit of the brand, according to Kathleen Galvin, vice president of marketing for Parlux. The firm signed a licensing agreement with Guess in November 2003.
"This has a youthful femininity and sexiness without being too big or overpowering," said Galvin. "Our objective was to create a fragrance that would fit a young woman as well as her favorite pair of Guess jeans."
Prices range from $45 for a 1.7-oz. eau de parfum spray to $55 for the 2.5-oz. size, and the line will include a Shimmering Body Lotion for $28 and a hair and body shampoo for $22. It will be available in 2,100 doors (including 91 freestanding Guess retail stores), such as Macy's, Marshall Field's and Parisian. And, while Galvin declined to comment on sales figures, industry sources estimate it could do up to $20 million in first-year retail sales, with around $6 million spent on advertising.
Developed by Maurice Roucel of Symrise, the juice features top notes of tangerine, bergamot and green apple; middle notes of freesia, peony, muguet, peach, red fruit and magnolia flower, and bottom notes of cedarwood, moss, skin musk and amber.
Roucel described the top, middle and bottom notes as "playful," "feminine" and "sexy," respectively, adding that he was inspired by the image of the Guess girl. "I have tried to achieve an image of a sweet, balmy afternoon touched with lustrous skin and cherry-red lips," he said. Marciano said he worked closely with Roucel and Parlux to develop the scent. "I've always had a strong vision of what the Guess brand is, and part of that is knowing what scent would best represent it," he said.The bottle features a sleek, silver case and a "g"-shape cutout that reveals pink glass underneath. Galvin said Marciano wanted something "very sleek, contemporary and not too girly," and noted that the look of the bottle was very similar to the company's current accessory line. "It goes along with the jewelry and the type of hardware on the bags that they offer in the stores — it's substantial, but still has beautiful, soft lines," she said.
The print ad campaign, which is running in the August issues of women's fashion, beauty and lifestyle magazines, was shot by photographer Odette Sugerman and features a new incarnation of the Guess girl in the dark beauty of model Bree Condon, who poses in a leopard-print bra. In addition, the launch will be supported by scent strips and billboards, according to Galvin.
Marciano is excited to see Guess — which has expanded from a jeans company to offering everything from shoes to watches and handbags — continue to evolve. "This is a great opportunity for the brand to expand, and fragrance is a natural complement to our clothing," he said. "[This fragrance] is uniquely feminine, romantic, full of life and flirtatious — just as the first Guess jeans were back in 1981."
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