Guess introduced a fragrance and expanded its grooming products into skin care.
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Guess, which is part of Inter Parfums Inc., launched its Effect Eau de Toilette alongside a line of complementary skin care products.
The products include the Boost Invigorating Hair and Body Wash, Deodorizing Body Spray, Clean Rejuvenating Face Wash and Protect Hydrating Face Moisturizer. They incorporate well-known hero ingredients, like caffeine, aloe vera and jojoba oil in the products.
Prices range from $10 to $48.
Jean Madar, CEO of Inter Parfums Inc., said, “We took over the business from Coty two years ago, and it was Paul [Marciano]’s idea to push the product line into grooming. We have a good fragrance business, but we wanted to launch this for Guess. We look at these kinds of things when growth is exceeding expectations, so this felt like the right moment.”
Guess Effect will be distributed in the brand’s brick-and-mortar locations in the U.S., as well as perfumeries in key markets like Italy and Russia, and Douglas in Germany.
The brand invested in a comprehensive TikTok campaign for the fragrance and skin care products, which sources estimate to reach $20 million in retail sales globally for their first year on the market.
Madar said, “We now look at the men’s care industry, and in the U.S., it’s a $10 billion business, in Brazil it’s $6 billion. It’s a real market, men are taking care of their skin, and the name ‘Guess Effect’ is synonymous with ‘effective,’ and men are looking for real results in their skin.”