Guess Parfum by Georges Marciano, launched in 1990 in collaboration with Revlon, marked the brand’s first foray into the world of fragrance. The perfume was marketed as "Original Guess" to differentiate it from later versions of the scent that strayed from its initial concept. The choice of the name “Guess Parfum” cleverly tied the fragrance to the brand's youthful, rebellious, and casual image, which had already made its mark in the fashion industry. The word “Guess” itself evokes a sense of allure and curiosity, inviting consumers to engage with the scent and explore its mysterious appeal. It suggested a sense of fun and spontaneity, mirroring the brand’s fashion ethos of effortless yet stylish designs.
In 1990, Guess was undergoing a transition, having licensed its name to various manufacturers, including Revlon, which then launched the perfume. This was a period when the company was looking to expand its brand beyond apparel into other luxury lifestyle products, a common strategy at the time. In 1991, the Guess for Men fragrance was also introduced, further cementing the brand’s venture into the fragrance market. Around this time, the Marciano brothers regained ownership of Guess, taking control of approximately 80 percent of the company’s shares by 1998. This was a time of global expansion for brands, where licensing deals were becoming increasingly common, and many companies looked to diversify their offerings.
