Gucci Guilty for Men is launched

by Katie on March 3, 2011

It’s finally here and who should we have as the face of Gucci Guilty for Men but Chris Evans.   No, dur.  Not the Radio 2 DJ but the fabulously gorgeous new lead in ‘Captain America’.  Good choice.

The fragrance itself is as smoothly rugged and charming as Evans (pictured in the adv above and also below).  It glistens with the promise of exciting the pheromones.  Rounded and masculine, it bristles with urban cowboy nonchalance.  Spicy with cedar and sandalwood tinged with amber, the fragrance also has an entrancing cocktail of Italian lemon and mandarin with crushed green leaves. 

More sophisticated than pure he-man, this scent has a hidden, more metrosexual side.  Oh yes, he’s a daring character, but he always has crisp shirts and clean jeans.  I wouldn’t be surprised if he’d  throw a Gucci tuxedo over his down beat look.  Gucci’s Creative Director, Frida Giannini says, “young, fearless, with impeccable taste, the wearer of Gucci Guilty for Him is a hero for our age – exuding charisma and more than a little dangerous.”
 
 
Giannini has liaised with Sin City creator, Frank Miller, to create an advertisement that matches the ruggedness and smouldering sexuality of both the fragrance and of Evans. “Chris was an absolute revelation,” remarked Giannini. “His looks are hypnotic, and he has such an incredibly powerful presence.”

Frida Giannini observes: “everyone is in love with the Gucci Guilty man. He is a risk-taker, a thrill-seeker, yet he always remains sensitive to a woman’s desires.” 

Cleverly, this fragrance has particular appeal to women as it smells rugged yet clean, not emasculated.  And, we all know that women buy lots of fragrance for their men. 

Great fragrance.  Great marketing.  Gucci just got it right again.

The Gucci Guilty for Men range is available exclusively from Harrods from March 2011 and nationwide from May 2011 (from the Perfume Shop and other good stockists).  Prices are £42 for 50ml EDT or £54 for 90ml EDT.
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{ 4 comments… read them below or add one }

BD March 3, 2011 at 11:48 am

“Everyone is in love with the Gucci Guilty man. He is a risk-taker, a thrill-seeker, yet he always remains sensitive to a woman’s desires.”

Isn’t it a shame that the marketing is so heteronormative? Surely gaggles of gays also buy Gucci scents but don’t particularly want to attract women and are unlikely to have a scent bought for them by a woman? Of course they should appeal to straight men but the marketing spiel seems to exclude the more lavender-shaded area of the market. I’m not sure if they got it right at all.

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Katie Chutzpah March 3, 2011 at 12:35 pm

Oh, I think that the bods at Gucci know exactly what they are doing and that they will also appear to a gay audience. Especially as Chris’s brother, Scott, is gay and Chris speaks out for gay rights. Good on him. The fragrance, however, is one that appeals unreservedly to women and, as so much fragrance is bought by women for men especially around Christmas, they’re on a win win scenario with this one. It’s very all encompassing marketing.

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silvia Navarro March 3, 2011 at 9:27 pm

very cute post!!!
love your style!!!
follow u now honey!!!
xoxo

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BD March 4, 2011 at 1:27 pm

Yes, I understand all that and was aware of Evans’s brother’s sexuality. What I’m saying is it is a shame that Giannini’s official line is that the man who wears this fragrance is desired by women. My point is that there’s not even any room for ambiguity or manoeuvre. Whether or not gays will lap it up and buy it anyway isn’t the issue – it’s that creative and marketing bods still primarily think of their audience as heterosexual.

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