Fashion label Guess are launching a new perfume for women called Dare, which is as much about the alleged bold spirit of the Millenials as about the company frame of mind, according to Paul Marciano, CEO & creative director of Guess, Inc...
This is the first time that a green fruity-floral will represent the label. Perfumer Bruno Jovanovic of International Flavors and Fragrances signs the jus, which was developed with Coty, Inc. He is said to have been inspired in part by "sexy Seventies idols".
The eau de toilette opens with crisp kumquat, pear blossom and lime flower offering a heart of Living Palm Springs Cactus Flower, jasmine and wild rose while rounding off with blonde woods, Living Key West Coconut Palm and musk.
Teri Siegel, vice president of global marketing, fragrances for Coty said,
"Guess is about sexy, young and adventurous, and we always capture that," said Siegel. "But with this launch, we wanted to speak directly and authentically to the Millennials who shop Guess fashion, and to offer something that is both girly and edgy, with luxurious sensuality."
"Eaux de toilette in three sizes -- 30 ml. for $40, 50 ml. for $52 and 100 ml. for $62 -- will be offered, as will a 200 ml. body lotion for $28."