By  on August 15, 2014

Guess will soon add a new pillar to its women’s fragrance lineup — Guess Dare, which is being aimed squarely at Millennials.

The scent will be introduced in September, noted Teri Siegel, vice president of global marketing, fragrances for Coty, Guess’ scent licensee.

“Guess is about sexy, young and adventurous, and we always capture that,” said Siegel. “But with this launch, we wanted to speak directly and authentically to the Millennials who shop Guess fashion, and to offer something that is both girly and edgy, with luxurious sensuality.”

The juice was concocted by Bruno Jovanovic of International Flavors and Fragrances. It has top notes of crisp kumquat, pear blossom and lime flower; a heart of Living Palm Springs Cactus Flower, jasmine and wild rose, and a base of blonde woods, Living Key West Coconut Palm and musk. “Bruno was inspired by sexy Seventies idols when he created the juice,” said Siegel. “It’s the first time we’ve done a green and fruity floral with Guess, as well.”

The Guess Dare bottle, designed by Lance McGregor, is curved and faceted pale pink glass, with a rose-gold charm on the neck and a rose-gold cap. The outer carton pays homage to Guess’ roots with a weathered-blue denim pattern with rose-gold accents.

Eaux de toilette in three sizes — 30 ml. for $40, 50 ml. for $52 and 100 ml. for $62 — will be offered, as will a 200 ml. body lotion for $28.

It will be sold in about 23,000 department and specialty stores and Guess retail stores globally, said Siegel.

Shot by Yu Tsai, the ad campaign includes print and TV and features models Leticia Zuloaga, Megan Williams and Natasha Barnard. The visual is of the trio on a hot evening out.

Print ads break in September fashion, beauty and lifestyle magazines. In the U.S., the TV ads will primarily run online as part of the scent’s extensive digital campaign, which will include Facebook, Twitter and Instagram initiatives. “Millennials are extremely digital-savvy, so creating a big online offering was very important to us,” said Siegel.

While all executives declined comment on projected sales, industry sources estimated that Guess Dare could do upward of $20 million at retail globally in its first year on counter.

“Our latest fragrance introduction of Guess Dare is a project that I personally worked on for many months with our partners at Coty, and I could not think of a better word associated with Guess than Dare,” said Paul Marciano, chief executive officer and creative director of Guess Inc. “After more than 30 years, our company still expands in all parts of the world with a spirit of daring new limits, new product, new challenges and new ventures. Dare is really what I feel we are.”

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