The spring season is filled with interesting scents. If some designers like Oscar de la Renta come up with something ‘blue’, others like Gucci are putting a fun new twist on their major successes. For the fashionistas who pleaded guilty whenever asked if they have a soft spot for Gucci but who didn’t necessarily felt that the fragrance has a youthful touch, the luxury label is bringing the Guilty Black scents for both men and women.
The new fragrance represents a change from the usual approach that revolved mostly around highlighting moods: “We tend to target moods, but this is aimed at a younger age group. We expect the majority to be new to the fragrance.…They’re brand lovers, but they can’t necessarily afford the fashion offering. It’s a great entry point for the world of the brand,” Luigi Feola, P&G’s vice president of global prestige told WWD.com. The time of the announcement wasn’t arbitrarily chosen either. Valentine’s Day proved an amazing occasion for growth in the past so what better time to announce the new launch?
The focus on the younger generation can be instantly noticed by looking at the first ad of the new campaign which exudes boldness, luxury and sophistication with a clear concern with highlighting sexiness. The intent of the new scent is to appeal to those who aren’t afraid of taking risks and play up their seductiveness. But does the new bouquet of scents successfully emphasize these things? Well the new Guilty Black fragrance for women opens up with intriguing top notes of red fruits and pink pepper being beautifully emphasized by a heart of lovely lilac and violet notes while patchouli and amber tones complete this oriental floral fragrance which has boldness written all over it.
The packaging is meant to reflect the label’s most iconic tones and the simplicity of the design is perfectly suited for main touches of the new perfumes. The new fragrances for both men and women will make their debut this February. The new fragrances for women will have the following price range: $78, for a 30-ml. Bottle, $95, for 50 ml., and $127, for 75 ml.
Source: WWD
