January 22 2025  |  Fragrances, Cosmetics, Skincare & Haircare

Gucci targets Valentine's market with dual fragrance release

By Wendy Morley


The limited-edition Gucci Guilty Love fragrances in their signature almond green and lilac bottles

Gucci Beauty is introducing two new variants to its Guilty fragrance line for the 2025 Valentine's Day season. The releases represent a shift in traditional gender-based perfumery by incorporating traditionally masculine notes in the feminine scent and feminine notes in the masculine variant.

Perfumers Nathalie Gracia-Cetto and Jacques Huclier, who developed the original Guilty fragrances, have created the new formulations. The Pour Homme variant combines juniper oil and Ambrofix with orange flower absolute, while Pour Femme features a combination of lilac accord, patchouli oil and musky ambery accord.


The packaging introduces two new colorways to the Guilty portfolio: almond green for Pour Homme and matte lilac for Pour Femme

Both fragrances retain the house's Interlocking G logo and silver brushed caps. The fragrances will be available in 50ml and 90ml formats starting January 2025.

The launch adds to Gucci's existing Guilty collection, which encompasses five permanent Pour Homme variants and four Pour Femme expressions across different concentrations from Eau de Toilette to Elixir de Parfum.

Sabato De Sarno led the creative direction for the launch campaign, with Riccardo Zanola as artistic director. Charles Negre shot the still life photography, with digital imagery by Anaïck Lejart.

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