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.
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 hottest 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.”