Gucci has just launched Gucci Guilty Pour Homme in the U.S. I always start my exploration of a new Gucci fragrance by reading Gucci PR news releases and interviews with Gucci execs; these mini-manifestos on perfume are guaranteed to prompt laughter (though they possess not a bit of wit) and a combo of shock and respect (all that Gucci cares about when it comes to a fragrance and its launch is making money…they don’t even try to convince us they regard perfume as an aesthetic creation). The pairing of Gucci with Procter & Gamble Co. over the last several years has produced some bland, inexpensive–smelling “luxury perfumes,” but the cash registers are humming. Gucci Guilty Pour Homme is expected to bring in $250 million in retail sales (globally) in its first year on shelves.1
Let’s start with humor. Discussing the success of the feminine Gucci Guilty launch last autumn, Tracy Van Heusden, senior beauty buyer, House of Fraser department stores, said, I…believe that the success of the launch is also due to the fragrance launching in [the fall]. We do see stronger results for fragrance launches in autumn and winter than in spring and summer, perhaps due to the desire for change that accompanies the change in the seasons.”2 Huh? There IS also an important change in the seasons from winter to spring…and an accompanying shift in “scent sensibilities” from dark, rich perfumes to lighter, brighter fragrances.
Gucci will launch Gucci Guilty Pour Homme in February. The new fragrance is the masculine counterpart to last year’s Gucci Guilty for women, and is meant for the man “who knows what he wants”…
If you’ve been following perfume news over the past month or so, you’ve probably noticed that Gucci Guilty is one of this fall’s major launches, complete with full-page ads and scent strips in fashion magazines, a movie-star “face,” a television commercial with a theme song, a somewhat hyperbolic press release, a tie-in to the MTV Video Music Awards, and the now-requisite Facebook page. It’s being promoted as a fragrance for a “21st Century beauty” who is “young, audacious, discerning…an iconoclast who lives life at full throttle…sexy and slightly dangerous.”
Guilty’s bottle is certainly eye-catching: it looks like an oversized, gilded (gilty?) Gucci purse clasp or belt buckle, with its unmistakable interlocking “G”s creating a window onto the juice inside. Gucci devotees will want to own Guilty for the container alone. The fragrance is classified as a floriental, with notes of mandarin, pink pepper, peach, lilac, geranium, amber, and patchouli.
Guilty seems to be more of a sheer, fruity oriental than a floral oriental…
The Gucci Guilty commercial, starring Evan Rachel Wood and Chris Evans, directed by Frank Miller. I don't know if there is a longer version coming; this one is about the same length as the trailer (a little over 30 seconds).
The music is Friendly Fires covering Depeche Mode's Strangelove.
