Iconic Men
Eau de Parfum, Guess (2025)

Iconic Men by Guess (2025) is a late coming addition to the running of competitors against the best-selling Dior Sauvage (2015), in that it's not a clone, but tries to do something unique with the style. Claude Dir and the unknown Gino Percontino perfume this entry into the oft-ignored canon of Guess men's fragrances, with the only one of note to make any real dent in the market being Guess Man (2006) from way back. Being as that was ostensibly a green-inflected fresh fragrance from perfumer Steve Demarcado, it is no surprise Iconic Man tries to "green up" the overall structure of lavandin, harsh woody-ambers, and shrill citruses bequeathed from Sauvage. There is something different about this, but none of it is really all that different to be interesting.

The big switcheroo starts with mandarin in place of bergamot, which when combined with the rest, imparts a sort of 90's clubber type opening one might expect from Minotaure by Paloma Picasso (1992) or Roma Uomo by Laura Biagiotti (1994), which then moves into that spiky lavandin and geranium. The ambroxan woody amber thing is spiked with a suede note and some amber, which tones down the peppery tones associated with Sauvage just a bit, with patchouli, sage, and mate providing the "green" elements. Is it enough for an already-ignored brand to step out from the shadow of the big players? Probably not. It's just okay. Performance is also just okay, but lasts a while.

Problem here is Guess (or rather perfume license holder Interparfums) has long since admitted they play the "second rate" game by releasing a glut of perfumes based on unused mods or leftover ideas that go to Guess stores first (without any advertising), then seemingly go right to discounters and factory seconds outlets like Ross or Burlington where people deliberately looking for "cheap" will find them, and associate them appropriately. At this stage in the game for a brand like Guess, what they need to be doing is something far riskier, and actually sold at department store counters; they need to go for a royal flush instead of settling for two pairs, because "same but different" doesn't cut it when you have no reputation. Neutral