By  on April 6, 2007

NEW YORK — With the introduction this week of a men's scent called Guess Suede, the Los Angeles fashion brand has launched its fourth scent in a span of about 20 months.

Guess first introduced a signature women's scent in conjunction with licensee Parlux Fragrances Inc. in August 2005. It followed that with a signature men's scent in spring 2006, then launched a feminine fragrance called Guess Gold last summer.

"Guess Suede is a wonderful addition to our existing library of fragrances," Guess vice chairman and chief executive Paul Marciano said in a statement. "It's both sensual and strong, like the Guess man himself."

The scent, an eau de toilette — which blends bergamot, tangerine and pineapple top notes with lavender, sage and nutmeg middle notes and vetiver, sandalwood, suede and mahogany base notes — was composed by Givaudan perfumer Ellen A. Molner.

Suede could generate $8 million to $10 million in first-year retail sales, according to industry sources.

The launch of Suede comes within a week of a late filing of quarterly results by Fort Lauderdale, Fla.-based Parlux. The fragrance producer said that for the second quarter ended Sept. 30, profits slipped by 17.8 percent, to $3.6 million from $4.4 million during the same period in 2005. Sales for the second quarter were down slightly, to $38.9 million from $39.3 million in the prior-year period.

Suede's distribution network is scheduled to comprise some 2,000 doors in the U.S., including Macy's and Belk, as well as about 157 freestanding Guess stores.

The scent comes in a smoky glass bottle covered in a graphite-colored, matte metal shell that, as in the Guess scents before it, forms the letter G. Suede is available in 1.7-oz. and 2.5-oz. bottles, at $40 and $50, respectively. Ancillaries such as after shave balm ($25) and hair and body wash ($22), both 5 oz., are slated to bow later in the year.

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus