Coty has relaunched Flora Gorgeous Gardenia, the new feminine eau de parfum from Gucci. The fragrance was unveiled in European travel retail on 1 August.
It will be launched in North America and Asia Pacific travel retail from 1 September, Mexico & Central American travel retail from mid-September and South American travel retail from October.
The refreshed Gucci Flora Gorgeous Gardenia fragrance offers a more highly-concentrated formula than the original eau de toilette. The joyful, floral scent was developed around the Gardenia flower and blended with solar Jasmine Grandiflorum absolute and pear blossom accord. It closes with touches of brown sugar accord.
The Flora Gorgeous Gardenia flaçon is an elongated pink lacquered glass, with a shiny gold cap. One notable addition to the new expression is the house’s signature Flora pattern, which has been reimagined by Gucci Creative Director Alessandro Michele.
The Flora pattern was originally created by Italian artist Vittorio Accornero for Gucci in 1966 and has since become one of the fashion house’s signature prints. Both the bottle and carton feature the striking floral print.
The Gucci Flora Gorgeous Gardenia #FloraFantasy campaign seeks to reinterpret the world of flowers in a contemporary way. It stars American singer/actress Miley Cyrus, who rose to fame on the series ‘Hannah Montana’.
“Fragrances are explorations and flowers, in particular, represent a world of infinite possibilities,” commented Michele. “Just as you can delight in drawing out different notes from a bouquet, in this case, the Gardenia, whose scent is unusual, sensual and intense. For the campaign, I had fun building a surreal and enchanting world around Miley Cyrus, creating a playful contrast between this artist with a rock and roll spirit and a flowery universe.”
The #FloraFantasy campaign visuals and film were photographed and directed by Canadian Photographer/Artist Petra Collins. It immerses viewers in a Japanese anime-inspired pink candy world filled with surreal, pop-art references. Cyrus is the protagonist of the campaign who drifts from her garden, then to the beach to play her electric guitar.
Michele added, “The Flora Gorgeous Gardenia campaign is a challenge to reinterpret the world of flowers in an unexpected way. The inspiration comes from Miley Cyrus, an artist with a spirit that is both rock and roll and eclectic at the same time… because who says that someone with a rock and roll attitude can’t live in a world of flowers and embody the Flora universe?”
