Guess introduces new fragrance and skin care – WWD


After a strong increase in sales, Guess is expanding its range of skincare products.

The brand, now among the most dynamic in the portfolio of licensee Inter Parfums Inc., is launching its Effect eau de toilette with complementary skin care products on August 1.

The line includes Boost Invigorating Hair & Body Wash, Body Deodorant Spray, Clean Rejuvenating Facial Wash and Protect Hydrating Facial Moisturizer. Prices range from $ 10 to $ 48.

“We took over the Coty business two years ago, and it was Paul [Marciano]the idea of ​​pushing the product line into grooming, ”said Jean Madar, Managing Director of Inter Parfums Inc.“ We have a good fragrance business, but we wanted to launch it for Guess. We look at this stuff when the growth is exceeding expectations, so it seemed like the right time. “

Guess Effect will be distributed through the brand’s physical stores in the United States, as well as perfume stores in key markets such as Italy and Russia, and Douglas in Germany.

Madar, however, did not rule out the possibility of expanding distribution in the United States. “We could go into retailing in the United States and Canada,” he mused. “We’re now looking at the men’s grooming industry, and in the US it’s a $ 10 billion business, in Brazil it’s $ 6 billion. It’s a real market, men take care of their skin, and the name ‘Guess Effect’ is synonymous with ‘effective’, and men are looking for real results on their skin, ”he said.

To this end, the brand has incorporated ingredients of well-known heroes, such as caffeine, aloe vera, and jojoba oil in the products.

Leading the line’s campaign will be Ignazio Moser, the Italian cyclist – “Italy is a key market for Guess,” Madar added – and actress Cecilia Rodriguez.

The brand is also growing in video, with a comprehensive TikTok campaign for perfumes and skin care products, which sources estimate will reach $ 20 million in global retail sales in their first year on the market. Marlet.

“The important thing is to feel the performance of a product, we want to be sure that the customer has a complete care regimen,” Madar said.

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