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Cassidy Mantor Published
February 26, 2025
Despite the controversy swirling around Guess leadership in the past weeks, the brand is pressing on with the announcement of its latest developments. The brand revealed on Monday a fifteen-year exclusive global licensing deal with Interparfums Inc. for Guess fragrance. The agreement includes creation, development and distribution of men's and women's fragrances under the Guess brand.
Victor Herrero, Chief Executive Officer and Director of Guess, who is leading the brand now that Paul Marciano has been suspended amidst sexual assault allegations, said that Guess fragrance is a key category for the company. Sharing an insight into the brand's strategy, he said that it will be a young consumer who will be targeted for future Guess fragrance launches.
Herrero said that the creative inspiration for the fragrance will involve a "sense of adventure with a young and free spirit."
Jean Madar, Chairman & CEO of Interparfums, Inc. said "We intend to fine-tune as well as build upon the existing Guess fragrance portfolio of men’s and women’s scents and plan to launch our first new products under the Guess brand in early 2025."
"Under our license agreement, we will sell to multiple channels, including department, specialty and duty free stores across the globe as well as supply new and existing fragrances to Guess retail stores in the Americas, Europe, Asia, Australia and Africa”, he added.
Other prestige beauty brands in the Interparfums, Inc. portfolio include Abercrombie & Fitch, Agent Provocateur, Anna Sui, Coach, Jimmy Choo, Karl Lagerfeld, Lanvin, Montblanc, Oscar de la Renta, Paul Smith, Rochas, and Van Cleef & Arpels.
The Interparfums, Inc. and Guess fragrance licensing deal will become effective April 1, 2025.