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Gucci to Launch New Men’s Scent

The fashion house’s fragrance licensee plans to launch a men’s version of Gucci Guilty.

Following on the launch of Gucci Guilty, a women’s scent that topped the sales charts last fall, Procter & Gamble Prestige Products, the fashion house’s fragrance licensee, plans to launch a men’s version. The new fragrance is slated to roll out in Europe, beginning in March. The men’s scent, Gucci Guilty for Him, is expected to retail in the U.S. for about $59 for a 50-ml. eau de toilette and $75 for 90-ml. version.

This story first appeared in the December 22, 2010 issue of WWD.  Subscribe Today.