The Guess fragrance franchise will gain a sassy new addition in February: Guess Girl, aimed at an early-20s woman.
“We were inspired by the 30th anniversary of Guess for this fourth launch with the brand,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. “We wanted to create something that captured the fashion brand’s sex appeal and youthful spirit.”
The scent’s age target, he noted, is a departure from the brand’s most recent scent, Seductive, which was intended for women in their late 20s.
The juice, a fruity floral concocted by Laurent Le Guernec of International Flavors & Fragrances, has top notes of raspberry nectar, melon and bergamot mist; a heart of Brazilian Paradise orchid, Provence acacia flower and lily, and a drydown of Australian sandalwood and Madagascar vanilla.
Eaux de toilette will be offered in three sizes — 1 oz. for $40, 1.7 oz. for $52 and 3.4 oz. for $62. A 6.7-oz. body cream, $28, will also be sold. The pink-tinted juice is housed in a curvy glass flacon with a black script logo and a black ribbon knotted around the bottle’s neck.
In the U.S., Guess Girl will be sold in about 3,000 department and specialty stores, as well as at Guess retail stores and guess.com. Globally, it will be sold in about 20,000 doors worldwide.
While executives declined comment on sales projections, industry sources estimated that the new scent could do $25 million in net sales globally.
The ad campaign, which breaks in February fashion, beauty and lifestyle magazines, was helmed by Guess creative director Paul Marciano and shot by Ellen von Unwerth. It features Amber Heard, who in the print ad is clad in a formfitting pink sequin Guess dress with a crisp white shirt over it. “For Guess, we love models who are reminiscent of Hollywood glamour girls like Sophia Loren and Marilyn Monroe,” Mormoris said.
A TV campaign with a beach theme is also planned, said Mormoris, as is a comprehensive digital campaign being developed in partnership with Guess Inc. “We’ll tap into their digital assets, which include three million Twitter followers and a substantial audience on Facebook,” he added. “It’s a great way to reach the younger consumer we’re aiming for.”
“This fragrance encapsulates the brand’s 30 years of bringing the sexiest women in fashion to the world via the campaign imagery,” said Frank Rescigna, president of licensing worldwide for Guess Inc. “Sight and smell are the two most powerful senses, and Guess has tapped into both. Visually, Paul Marciano’s campaign imagery has made the Guess Girl instantly recognizable. Now, through a great partnership, Coty will provide that same recognition with the Guess Girl scent.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast