By and  on January 7, 2011

MILAN — There is no mystery about Gucci’s last fragrance launch, Gucci Guilty, the women’s scent that licensee Procter & Gamble Co. introduced in August and backed with a battery of cutting-edge Internet-driven marketing tactics. Industry sources estimate that the launch doubled company expectations by generating a total of $200 million in retail sales globally, and now P&G aims to maintain that sizable momentum with the introduction this spring of a men’s version, Gucci Guilty Pour Homme.

So much so that sources indicate that the sights have been raised to $250 million in retail sales for the first-year global goal of the upcoming men’s fragrance.

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