Seductive was recently revealed in Florence, Italy, and the company has high hopes for its first scent to come out of its new license with manufacturer Coty, Inc.
"Guess is thrilled to be unveiling our newest scent, Seductive, in partnership with Coty," says Paul Marciano, Chief Executive Officer and Creative Director of Guess, Inc. "Coty is a leader in the beauty and fragrance industry and we feel confident and proud to have worked so closely with them on the launch of Seductive."
According to a industry sources, the new Guess eau de toilette will be sold throughout Europe initially and targets $80 million in retail sales during its first year. It comes to North and South America in September 2010, available at select department stores and on Guessparfums.com.
"As a company, Guess is going through a renaissance with a huge sales push in Europe, and a broadening of its portfolio," Steve Mormoris, senior vice president of global marketing for Coty Beauty told WWD. "Seductive will easily make the fragrance top 10 in a year and be a significant player in the category."
Created by perfumer Veronique Nyberg, Guess Seductive is meant to embody coquettish charm with a daring edge.
The scent starts off with light, sparkling top notes of bergamot, blackcurrant and crispy pear, with jasmine, orange flower and Florentine Orris - a historic note harvested in Florence and used in perfumery for centuries - as its middle notes. Base notes include vanilla, spicy olibanum and a musky cashmere wood.
With a nod to its former advertising, the new scent's print campaign, shot by Vincent Peters, features a fresh Guess girl, model Alyssa Miller (who can been seen filming a Guess campaign in the below video) in a black-and-white ad set in Rome that portrays a sexy, retro Italian film encounter. Miller joins supermodels like Claudia Schiffer, Laeticia Casta and Naomi Campbell as the latest addition to Guess' historic lineup of sexy faces.
The bottle is equally Guess-like with its famous triangle logo translated into the shape of the bottle, complemented with an embossed crocodile print panel that reflects the company's signature animal prints.
Seductive is available in three sizes: $40 for 30ml, $52 for 50ml and $62 for 75ml. A 200ml body cream and 200ml shower cream is also available and will retail for $28 and $26, respectively.
"The whole area of seduction - what Guess owns - wasn't addressed in the fragrance market," said Mormoris. Now it is.
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