Coty takes on Guess and plans new fragrance line early next year

By Katie Bird

- Last updated on GMT

Related tags: Perfume, Coty

The Guess fashion and lifestyle brand is the latest addition to the books of New York-based fragrance giant Coty.

The licensing agreement will see Coty develop, market and distribute new Guess fragrance lines from January 2010.

Coty CEO Bernd Beetz announced big plans for the Guess brand and said the company aims to position ‘the notable fragrance house’ for accelerated global success.

“Guess is on the pulse of edgy style and flirtatious fashion and Guess’ ground breaking approach and reputation lends itself perfectly to the passionate and innovative spirit of Coty,”​ he added.

A 'quantum leap​'

Guess described the move as a ‘quantum leap’ forward.

“We are convinced that Coty will bring Guess to the forefront of the global fragrance market,”​ said Guess’ CEO and vice chairman Paul Marciano.

"This collaboration with Coty will provide the perfect platform for GUESS to creative innovative, highly desirable and luxurious fragrances that reflect our company's image and legacy,”​ he said.

Coty has enjoyed significant success with its portfolio of late, winning six awards at this year’s Fragrance Foundation FiFi awards.

Categories that went to Coty in the competition held in May, included Women’s Lxury Fragrance, which was awarded for Harajuku Lovers Fragrance: Love Lil’Angel, Music, Baby ‘G’, and Men’s Popular Appeal that was awarded to McGraw by Tim McGraw.

In addition, the company took home prizes for Women’s Nouveau Niche, Best Packaging of the Year for Women’s Prestige and Men’s Popular Appeal, and took tied first place for the fragrance Hall of Fame with Davidoff Cool Water.

Related topics: Market Trends

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