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.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty