Inter Parfums Inc., the fragrance license owner behind fashion line Guess, is using the brand to test an Amazon-exclusive strategy.
Inter Parfums also owns fragrance licenses for Coach, Jimmy Choo, and newly signed Salvatore Ferragamo, among others, but this is the first time Inter Parfums has offered one of its brands as an Amazon exclusive. Guess launched Guess Effect as its first men’s collection on Aug. 1 before joining Amazon on Aug. 17. The range includes the Boost Invigorating Hair & Body Wash, Deodorizing Body Spray, Clean Rejuvenating Face Wash and Protect Hydrating Face Moisturizer; prices range from $10 to $48. Inter Parfums has owned the Guess fragrance license since 2019 and began to reinvigorate the brand through new launches. Sales for the brand grew 58% between the first half of 2019 and the first half of 2021, said Jean Madar, Inter Parfums CEO and co-founder. He added that Guess Effect is expected to earn $20 million in its first 12-months.
“The strategy behind the decision to sell only on Amazon comes is that men’s grooming category on Amazon is massive,” he said. “Men tend to do their research about grooming products and rituals online. Since Covid-19 [began] men have shown more willingness to try new grooming regimens and products.”
According to Glossy exclusive data with Similarweb, since the beginning of 2021, fragrance has become the fastest-growing beauty subcategory on Amazon, with revenue increasing by 70% between January 2021 and July 2021 to $319 million. The growth of men’s fragrance sales notably outpaced women’s — between the same six-month time period, sales increased 49% and 36% year-over-year sales, respectively.
“About 70% of searches on Amazon are generic, meaning they’re searching for face lotion but not necessarily searching a specific brand. What that really tells me is that Amazon is a huge platform for brand discovery,” said Lauren Meyer, founder and CEO of Amazon agency Envision Horizons.
Inter Parfums’ reason for Guess Effect as an Amazon-exclusive, as opposed to omnichannel sales with Amazon, is about gathering customer data, which is performed in-house, Madar said. Inter Parfums is trying to determine customers’ favorites brands, where else they buy products and understand their lifestyles for a feedback loop to help any future Amazon and e-commerce sales plans. Prior to launch, the collection was tested in 49 Guess U.S. stores to see who purchased the products. The company found that young fashion-conscious men and Hispanic men were its top customers. This is not the first time that Inter Parfums has used a brand to focus on e-commerce; it previously teamed up with supermodel Lily Aldridge to sell her fragrance brand only through DTC e-commerce in Sept. 2019.
Guess Effect was designed to be attractive to athletic male consumers with a masculine red and black color scheme that evokes ideas of racing and competition, Madar said. The products are meant to be travel-friendly for the gym, as well. A coinciding video and static ad campaign on Amazon and TikTok features former road and track cyclist Ignazio Moser and his wife Cecilia Rodriguez.
Madar said Inter Parfums was open to other brands and products launching as Amazon exclusives, but that it would be a case-by-case basis. Guess Effect will expand to 5,000 points of sales starting in Spring 2022, he said.