Coty has unveiled the first Gucci fragrance by the brand’s Creative Director Alessandro Michele, in collaboration with Master Perfumer Alberto Morillas. Gucci Bloom is an Eau de Parfum whose notes blossom out to create a “new olfactory experience”, the company said.
The fragrance contains natural tuberose absolute harvested from India, together with natural jasmine absolute. Jasmine bud extract is also present, reportedly for the first time in a fragrance. Using an exclusive method of co-extraction, natural jasmine is blended with captive molecules to create a “fresh green and petal scent on the skin”.
Gucci claim another first with the inclusion of Rangoon creeper, a discovery from South India which adds a “slightly powdery feminine floral perfume”. This particular plant embodies the concept of Gucci Bloom as it changes colour from white to pink to red as it blooms.
The fragrance is inspired by the women that Gucci designs for – individual women in their full bloom – and the fragrance aims to capture an idea of lushness, life and vigour.
As Alessandro Michele explained: “I wanted a rich white floral fragrance, a courageous scent that transports you to a vast garden filled with many flowers and plants, a bouquet of abundance. The garden is as beautiful as women are; colourful, wild, diverse.”
A lacquered bottle in vintage powder pink is appliquéd with the Gucci label ribbed and framed in black. Michele noted: “The bottle is not designed feminine to seduce men but to keep company with the women who wear the perfume. Retro and tender because of its colour, with clean, slender lines, and not crafted in transparent glass – it is instead lacquered, reminiscent of porcelain, a material that I love very much.”
The campaign will feature actress Dakota Johnson, actress and model Hari Nef, and artist Petra Collins.
