With the launch of the newest women's fragrance, Guess by Marciano — the third women's scent in the Guess portfolio — the company is limiting its distribution and raising the price point in an attempt to make the brand appear more upmarket and exclusive.
"We're establishing a new distribution network, creating an upmarket brand more so than the present [Guess] brands have in the fragrance category," said Neil Katz, chairman and chief executive officer of Parlux Fragrances Inc. "This is an effort to raise the prestige and keep the integrity of being a fashion brand.
Guess by Marciano will be launched in conjunction with Parlux Fragrances, which has been the licensee partner for more than three years. Some of Parlux Fragrances' other licensing partnerships include Paris Hilton, Jessica Simpson and Nicole Miller, with the latter two scheduled to launch fragrances this fall.
Launching officially next month in 2,000 high-end department stores and freestanding Guess stores, Guess by Marciano is a complex oriental blend of spicy and fruity notes. Created by Barbara Zoebelein from Drom Fragrances, the women's fragrance is composed of top notes including star fruit, grapefruit, curacao orange and cardamom; middle notes of peony, pink honeysuckle and jasmine, and bottom notes of raw wood, vanilla and dulce de leche enhanced with musk.
"The formula is more complex to reflect the new attitude of Guess," said Katz, adding that the packaging is also more upmarket. "We're trying to keep up the pace with the Guess consumers and their expectations."
Industry sources estimate the scent will bring in about $30 million in the U.S. in first-year retail sales, with a total of $55 million generated globally. Advertising and promotional support will be about $8 million.
According to Kathleen Galvin, Parlux Fragrances' vice president of marketing, the fragrance plays off the idea of a fishnet motif and a more "edgy" woman.
Available in 90 markets, Guess by Marciano will retail for $49 for a 1.7-oz. bottle and $65 for a 3.4-oz. bottle. Ancillaries, including a body butter and body lotion, also will be available. The fragrance will be followed with a signature Guess men's scent. It is scheduled to launch this fall.The launch of the women's Guess by Marciano coincides with the fashion initiative to create a new store concept, said Galvin.
"Guess is moving forward with the brand in a new direction — a bit more upscale," said Galvin. "The stores are being redesigned, moving away from the white, blond wood and chrome to a richer look with darker interiors in black, gray and red. This is all integral to creating a more consistent image for the brand worldwide."
Guess by Marciano will be supported by a print ad campaign that will start breaking in about half-a-dozen April books. Sampling and in-store events will also be part of the promotions.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)