Luigi Feola - Gucci announces Guilty Black perfume
Gucci will follow up its successful Gucci Guilty perfume for men and women with Gucci Guilty Black, which will skew younger and be more daring.
Gucci has announced the launch of its Gucci Guilty Black perfume for men and women.
The follow-up to 2010's successful Gucci Guilty eaux de parfum will be in stores in time for Valentine's Day (14.02.13) in February, and the latest perfumes will be aimed at a younger clientèle and ''more daring'' than their predecessors.
Luigi Feola, vice president of global prestige at Procter & Gamble, Gucci's official perfumery licensee, said: ''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.''
Gucci creative director Frida Giannini told WWD: ''The consumer interested in Gucci Guilty Black is really the same as Gucci Guilty, but younger and more daring. The Gucci Black wearer wants to feel empowered and sensual. The fragrance helps him or her to be liberated and want to take more risks.''
Hollywood actors Chris Evans and Evan Rachel Wood - who appeared in the campaign for the original perfume - will return for the new, racier campaign which will see the stars locked in a moment of passion in the back of a car.
Gianna said the campaign's director, comic book artist Frank Miller wanted to ''create an amazing chemistry between Evan and Chris and bring the story to life just as I had imagined it - sexier and darker, full of provocation.''
The women's scent is said to be creamy and warm, featuring red fruits, pink pepper, lilac, violet, patchouli and amber. Meanwhile, the men's scent is more earthy with notes of coriander, lavender, orange flower, neroli, patchouli and cedarwood.
The men's scent will be presented in a green glass bottle, and the women's in red, but both will feature a black metallic finish.