MILAN — Gucci is pleading Guilty again with the launch of new Gucci Guilty Black scents for men and women. The original Guilty fragrance hit stores in 2010 and approximately 13,000 bottles have been sold since then, according to Procter & Gamble Co., Gucci’s fragrance licensee.
Luigi Feola, P&G’s vice president of global prestige, said Gucci Black aims to write the next chapter of the Guilty story by continuing to tap into a pool of customers new to luxury fragrances. “We tend to target moods, but this is aimed at a younger age group,” said Feola. “We expect the majority to be new to the fragrance.…They’re brand lovers, but they can’t necessarily afford the fashion offering. It’s a great entry point for the world of the brand.”
He also said the original fragrance performed uniformly well internationally, with the Middle East, Russia and the U.S. as standout markets. The new launch will kick off in February and, by midyear, worldwide distribution will be complete, totaling roughly 22,000 doors. Feola would not provide an estimate, but industry sources predict the new fragrances will top $150 million in first-year retail sales.
“At the time of the [original] Guilty launch, it was so successful that we could see the effects on the category growth as a whole,” said Feola, adding that P&G aimed to re-create this growth, especially around Valentine’s Day, a hot sales moment for the Guilty franchise. The men’s and women’s eaux de parfum will arrive in stores at the same time, and customers will see an array of Guilty products on display together.
While the Gucci Guilty Black fragrances still play with the idea of giving in to indulgence, the new ad campaign, slated to roll out with the launch, is racier than the previous ones. Testimonials Evan Rachel Wood and Chris Evans are back, shown skidding across a dark road — she in a white car, he on a motorcycle — and when the wheels stop spinning, they succumb to a moment of passion in the backseat of her vehicle. Gucci creative director Frida Giannini said director and comic book artist Frank Miller and photographers Mert Alas and Marcus Piggott “create an amazing chemistry between Evan and Chris and bring the story to life just as I had imagined it — sexier and darker, full of provocation.”
“The consumer interested in Gucci Guilty Black is really the same as Gucci Guilty, but younger and more daring,” she noted, adding that “the Gucci Black wearer wants to feel empowered and sensual. The fragrance helps him or her to be liberated and want to take more risks.”
The Gucci Guilty Black women’s scent is a creamy and warm oriental floral with red fruits and pink pepper in the top notes, lilac and violet in the heart, and patchouli and amber as base notes. The new men’s scent is a fougère that opens with coriander and lavender over a heart of orange flower, neroli and aromatic notes, with a base of patchouli and cedarwood.
Giannini designed both the bottles and the packaging, using green glass for the men’s and red glass for the women’s to evoke the Italian maison’s iconic colors. The flacons will maintain the shape and interlocking Gs of the originals, but will rely on black metallic finishing as opposed to gold and silver.
“With these fragrances I wanted to reveal a sexier and more sensual facet of the house’s DNA,” said Giannini.
Pricing for the women’s fragrance is set at 58 euros, or $78, for a 30-ml. bottle; 71 euros, or $95, for 50 ml., and 95 euros, or $127, for 75 ml. For the men’s, a 30-ml. bottle will sell for 49 euros, or $66; a 50-ml. bottle for 62 euros, or $83, and a 90-ml. bottle for 81 euros, or $108. A women’s body lotion and shower gel, and a men’s aftershave lotion and shower gel, will round out the offering.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty