By  on January 25, 2013

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.”

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